&
Flora
Fauna
The brand, in one sip:
Australia’s kindest store: a values-led vegan and eco-marketplace helping everyday people make better everyday choices.
The job to be done:
We re-established the brand’s identity in its new era under different ownership. That meant getting clear on how the brand talks, what it talks about, how it looks, and what it stands for.
“We want a hearty conversation [with our customers] about the things that matter to us: pollution, plastic, vegan, cruelty free, ingredient standards“.
Scope: brand identity evolution. Brand voice. Loyalty messaging updates. Visual identity refresh. Growth & content strategies.
The Solution:
A plan to re-strategise and reposition the Flora & Fauna brand in market to attract new, higher LTV customers.
This started with defining the brand voice to clarify the new direction of the brand, and evolving the visual identity to modernise and elevate its look and feel while remaining true to its earthy roots.
Next we updated the loyalty messaging and presented a plan to grow the program longer term, alongside a holistic growth strategy that detailed how the new brand identity should come to life through core marketing channels.
01.
Clearly defined brand DNA: starting with purpose, vision, voice.
We got crystal clear about the overarching business purpose: we’re here to do good and help everyday people do good too. Our vision evolved to: become Australia’s most trusted destination for conscious shopping. These changes unlocked a new customer, a sharper voice, and clarity of brand and product USPs.
02.
Help the everyday person make better everyday choices.
We moved away from niche messaging, and introduced a more welcoming mission that reflected our refined purpose: to do good to the planet, people and animals. If we want to create real impact, we need as many people as possible making better everyday choices. To reach and convert the everyday person, we need to make things easy for them. Better choices are far more achievable than perfect ones.
This subtle shift makes the brand more approachable, more mainstream and opens the door to stronger growth through new customer acquisition.
03.
Brand voice & personality.
We needed a brand voice that could live within the confines of the visual identity, but was emboldened enough to spark meaty conversations about things that matter to the brand. It was important to be both inviting and informative, without preaching. A non-judgemental voice appeals directly to Gen Z and millennials who crave environmental change, but don’t want to be lectured to about their consumption habits.
We called it “punchy kindness”. Just like that upfront, passionate friend who tells it like it is and doesn’t bullsh*t us, but is always kind and driven from the heart. We’re approachable, personable, direct, honest. We don’t talk in riddles, we’re kind (but we’re not a walk-over), and we don’t shy away from a hearty conversation. In fact, we lean right in (in a safe and compassionate way, of course).
04.
Visual identity evolution, not revolution.
The brand was strong before. Importantly, it was identifiable. We didn’t want to mess with that. But we did want to modernise the visual assets of the brand to support its business goals over the next several years. The visual experience of the brand needed to champion ethical retail without feeling outdated. This meant selecting a more mature colour palette inspired by nature, heroing photography and strong campaign visuals, and bringing storytelling and educational content to the forefront, alongside a renewed focus on brand-led messaging.
Kind Words
“Your impact was hugely valuable — you brought a rare mix of strategic clarity, creative energy, and genuine care for the brand. What stood out most was your ability to quickly synthesise a huge amount of information and sentiment into something that felt both sharp and expansive. The work was fast, thorough, and deeply considered — and your passion for purpose-led brands shone through in every conversation.“
Abel Butler, CEO The Future Co.