Magic Molecule

SCOPE OF WORK:
Brand Audit
Packaging Design
Website Audit + Page Design
Campaign Photography
Creative Direction
Ecommerce Photography
Influencer Strategy + Kit Design
Digital + Print Content Strategy
Digital + Print Content Design

The founders of Magic Molecule had a successful brand and differentiating hero product, but they wanted to create a cohesive identity that would build brand awareness and secure loyalty with new and existing audiences.

Working collaboratively with the internal Marketing and Brand team, Very Polite operated as the brand’s creative-director-at-large. The first stage of work was to review all the existing positioning and identity documents, and to understand the audience they had and who they wanted to reach. After reviewing everything, we put together a brand audit that could identify any opportunities to strengthen the brand identity and bring cohesion to the messaging and visual system.

The *magic* in Magic Molecule is the main ingredient: hypochlorous acid, a compound that already exists as a part of the body’s healing response. The hero ingredient is something synthesized by all human bodies, so it’s safe for even the most sensitive skin to remove bacteria and cleanse the skin. The diversity of use cases and the fact that the product is non-toxic, give this antimicrobial skin cleansing spray a rich territory for content creation.

In collaborating with the talented internal brand team, we held weekly meetings to discuss and review content and marketing collateral that aimed to strengthen the brand’s message. An important element of the brand identity was maintaining the balance of credibility and character. This product was formulated using a scientist-developed patented process, but it still had a personality and sense of humour.

The visual identity and messaging aimed to always strike the right chord of science and solution, magic and realness. But it also needed to consider the need for FDA-friendly language and social-friendly content (a tough nut to crack when you’re dealing in zits, wounds, scrapes, and rashes).

Our strategy for the campaign photos and social content centered on the fact that bacteria happens, and Magic Molecule makes doing something about it easier. We wanted to steer the brand — one that utilised a human-synthesized ingredient — in a very human way. As a product that could be used for almost anything by pretty much anyone, the one thing that unites the audience is; we all fall, break out, ooze, bleed, itch, peel, and have moments when we look in the mirror and say “wtf is that” — and we all want to know what to use when it happens.

From developing the influencer and social strategy to designing new packaging and producing photo shoots, Very Polite was fully immersed in the Magic Molecule brand and brand team. The work we did together helped in defining the identity and voice for the brand’s authentic, digital-first content.