Brand Strategist | User Research
Case Study: Rebranding The Melanated Chemist
Empowering a conscious wellness brand with strategic positioning and visual storytelling
The Challenge
The Melanated Chemist, a natural skincare brand created by a nurse, needed a polished rebrand that would attract ideal clients while maintaining a connection with existing customers. The previous branding was DIY, inconsistent, and lacked clear positioning, making it easy to overlook.
Additionally, the brand’s mission—providing quality, soothing skincare for individuals with health conditions impacting their skin—was not effectively communicated through its visual identity. The goal was to establish trust, communicate product benefits, and create a cohesive brand experience.
Research & Strategy
Understanding the Market & Users
- Competitive Analysis – Studied well-known natural skincare brands that aligned with her ideal customer preferences.
- User Research – Identified the target audience’s expectations for clean beauty products, ingredient transparency, and visual aesthetics.
- Persona Development – Mapped out key customer groups, ensuring the rebrand appealed to:
- Younger adults (20s-30s) who are financially stable and seek high-quality, holistic skincare.
- Existing older clientele (50+) who value trusted, effective solutions for their skin concerns.
Brand Positioning & Storytelling
Leveraging brand archetypes, I positioned The Melanated Chemist as a blend of The Magician (transformation, healing, alchemy) and The Caregiver (nurturing, wellness, trust). This ensured the messaging balanced scientific credibility, natural healing, and emotional connection.
The Solution
Visual Identity & Branding
To align the brand’s values of healing, holistic care, and education, I developed a refined, nature-inspired aesthetic:
- Color Psychology:
- Deep purple – Represents mysticism and transformation.
- Earthy green – Signals natural ingredients and sustainability.
- Warm gold – Reflects the brand’s luxury appeal and the natural hues of key ingredients like turmeric.
- Logo Optimization: The existing logo was difficult to read on small product labels. I redesigned it for better readability and instant recognition.
- Cohesive Brand Experience: Ensured consistent application of colors, typography, and packaging to build brand trust and recognition across digital and physical touchpoints.
The Impact
- Increased Trust & Recognition – The refined brand identity enhances credibility and market positioning, making it easier for customers to identify and connect with the products.
- Scalability – The new design allows The Melanated Chemist to expand its online presence, create compelling product visuals, and grow a loyal customer base.
- User-Centric Approach – The branding strategy reflects customer expectations for high-quality, trustworthy skincare while retaining the brand’s core essence.
(Note: The new branding has not launched yet, but anticipated results include improved engagement and customer loyalty.)
Key Takeaways & Lessons Learned
- Communicating Thought Process – Explaining brand anchoring, archetypes, and customer psychology was crucial in guiding the client’s decisions.
- Trust is Essential in Wellness & Beauty – Transparency in ingredients and customer reviews will play a pivotal role in brand growth.
- Future Growth Strategy – Moving forward, incorporating content marketing (education-based social media & blog content), influencer collaborations, and customer testimonials will further solidify trust and expand brand reach.
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