Working with the newest name in Australian collagen supplements recently was a real and genuine pleasure. And I know I’ve said that before, but here we are and I really genuinely mean it! Julia was a dream client, not just because it felt like hanging out with a friend every time we got together to do work, but because our values were lining up right down the middle.
Collagenius is an Australian-made, sustainability focussed brand, selling delicious collagen shots and flavourless collagen powder for on-the-go healthy choices. Collagenius signed up for the Soulful Brand Experience meaning they got the whole shebang – messaging, content strategy, copywriting and website design. So let’s go through it!
Since this was a new brand, Julia and I did a lot of work together laying the groundwork for a solid marketing plan that will take Collagenius from start-up through to powerhouse. This meant figuring out all the basics from the target audience through to the mission statement and brand voice.
The core of the resultant brand strategy was focussed on helping active Australian’s find everyday self-care moments on the go. In fact, that became both the mission statement and their one true marketing message – a core part of their messaging they could return to time and again.
Since Collagenius is the first product of its kind made in Australia, and from at least 95% Australian ingredients, we decided to lean hard into the Australian theme. Australian vibes and vistas would feature heavily in the aesthetics, on Instagram and even in the language and brand voice. Julia showed a penchant towards honest and open brands that aren’t afraid to show a touch of humour, which is really just all Aussie, isn’t it?
Thanks to the Aussie vibe, we chose a nice natural green vibe for the colour palette that will weave in well with the Aussie nature aesthetic. As a bridge between the luxe vibe these kinds of brands usually aim towards, and the open and honest humour vibe, I paired a bolder serif font with a fun, round sans serif font for the header and body combo.
The “daily self-care moments” messaging became a core part of the content strategy as well. For this, Collagenius received three content pillars from me to use as part of their content strategy. This included more than three months worth of content ideas to be used over and over again across all platforms. These ideas covered everything from what could be used as a “daily self-care moment” through to prompts around the science behind collagen and parts of Julia’s brand story to help connect with her target audience.
OK, onto the website.
So all of this work to establish a marketing message, a target audience and a brand aesthetic direction was integral in creating a cohesive digital presence that included the copy and the website. I created values-led copy for the website that highlighted the benefits of taking regular collagen, without implying there’s anything wrong with the reader. No triggering, fear-based language over here. It’s all about making choices every day for you; taking self-care moments and making it easy.
I also felt inspired to make some custom icons for the website (as I couldn’t find any I liked on Shutterstock), which added a lovely unique element to the website.
And the crowning glory? A beautiful, functional website that highlighted everything we’ve already talked about. Aussie aesthetics, nature scenes, calm and welcoming vibes, and the sense that you’re just hanging out with a mate. I deliberately kept the layout simple for all of these reasons, and also just to make it easier to expand and grow the Collagenius line further down the line, as Julia plans to do. As always, easy of use was the name of the game, without sacrificing functionality or beauty.
So, what do you think?
All in all, this was a super fun project, and it was even more fun getting to be a part of helping a brand develop its personality from the very beginning. I couldn’t be more proud of what Julia and I created together for Collagenius as part of the Soulful Brand Experience. And Julia seemed pretty happy with the results too.
She had this to say:
I loved working with you Laura! You took the time to explain the whole process from A to Z which meant a lot to me because I was going in having no experience in marketing or web design. You made me feel so much more comfortable having you creating the website from scratch. You made me feel inspired and allowed me to be my complete self with no judgement. You provided support the whole time throughout the process and I feel like you are on my team! You did custom designs which are just amazing and I have had so many people comment and ask me who designed the website and I tell them to come straight your way.
I am so proud of the web content you have created and I love the website. Both products have multiple sections easy for customers to navigate and find all the relevant information. It has captured the look and feel I imagined. You did a fabulous job and I am so happy with the brand voice that comes through. I would highly recommend you to any business for marketing and website design. I will definitely be coming to you as soon as the business grows enough to need more services for marketing content which I hope isn’t too far away!
Until next time, be kind to yourself!