Bringing the Dublin Herbalists brand into full bloom. A rebrand drawing direct inspiration from the colour, movement and sunny optimism of an Irish wildflower
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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 new rhythm for retail storytelling. By combining cinematic campaigns with native social content, Kildare Village achieved on average 300% increase in reach while establishing a visual language and pace of content that continues to shape the brand today.
(1) A 300% increase in reach through a combination of hero campaigns and native social storytelling.
(2) Established a recognisable and enduring visual language for one of Ireland's leading retail destinations.
(3) Multiple pieces of content surpassed 100,000 views, expanding awareness and engagement across key audiences.
(3) A considerable and measurable increase in direct sales from the moment the new identity launched.
‘We've been working with Marion at The Nice Things for a few years now, and the impact on Dublin Herbalists has been transformative both commercially and creatively. Before Marion came on board, we had a brand we loved but packaging and visual identity that didn't fully reflect the quality and care that goes into everything we make. Marion changed that. She developed our brand book from scratch, redesigned our full packaging range, and created POS materials that genuinely stop people in-store. The work is beautiful, considered, and deeply in tune with who we are as a brand.
Since the rebrand, we've seen stronger retailer relationships and renewed confidence from stockists. The feedback from shops and has been overwhelmingly positive. Our packaging now does a lot of the selling for us, which matters enormously at shelf level across 300+ stockists in Ireland. Internally, the brand book has given us real clarity. Every decision feels easier when you have a strong visual foundation to refer back to.
What stands out most about working with Marion is her ability to really listen. She got under the skin of what Dublin Herbalists is - a handcrafted, herbalist-led brand rooted in a real place, and translated that into something visually stunning without losing any of its soul.
We're looking forward to continuing to work with her on social media, photography, and new POS and window display projects. If you're a founder or brand manager who wants a designer who genuinely cares about your business, Marion is the real deal. We'd recommend her without hesitation.. ”
Claire Brett, Founder at Dublin Herbalists