Bringing the Dublin Herbalists brand into full bloom. A rebrand drawing direct inspiration from the colour, movement and sunny optimism of an Irish wildflower
hedgerow
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Dublin Herbalists
(A) Category_Skincare
(B) Project Type_Brand Redesign
The Nice Things are working in partnership with founder Claire Brett on an evolving, layered collaboration that grows alongside the brand as it grows into full bloom. We started by taking the brand through a comprehensive strategy process gaining insights from market research including interviews with wholesale buyers, customers and internal stakeholders. We discovered something lovely, a loyal connection to the products, a genuinely playful personality, and a joyful relationship with colour that customers consistently lit up for. With these elements already present in the brand, our job was to evolve that brand personality in close collaboration with Claire.
A clear picture of the Dublin Herbalists customer emerged as a down-to-earth, practical woman who values products that simply work. With her in mind, we refined the visual language around the lush landscape of Tipperary. The logo and submark draw from vintage apothecary bottles, a nod to the alchemical roots of the brand and Claire's deep knowledge of herbalism. A small hand-drawn star carries the sense of magic present in every ingredient. A wider brand system and colour architecture brings greater clarity and consistency. For a brand inspired by the earth, it was only right that every piece of packaging has been designed to be kind to it.
(C) Scope_Brand Strategy, Logo & Identity, Packaging
THE RESULT
A cheerful new direction already commercially proven. The energising colours of Tipperary's wildflower meadows now lead the brand with confidence, and Dublin Herbalists have seen a considerable uplift in direct e-commerce sales as the new identity begings to roll out.
(1) A clear, research-backed foundation that gave the brand a defined direction, a distinct personality and a confident platform for growth
(2) A cohesive and distinctive visual identity that sets Dublin Herbalists apart on shelf and online.
(3) A nature-led packaging architecture that delivers standout at retail while staying true to the brand's commitment to the earth.
(3) A considerable and measurable increase in direct sales from the moment the new identity launched.
“We worked with Marion to explore and refine our brand, what it means, how it looks, and the values and vision that drive us as a company. Throughout the process, we developed a comprehensive brand book, gained a deeper understanding of our customers, and clarified the energy behind the Enibas brand. The end result has become a foundation for our culture, guiding the values we stand by and shaping the way we present ourselves today. We’re still using the same packaging, with only small enhancements along the way, because the work we did together established such a strong base. ”
Anna Leah Lenz, Co-Founder at Enibas