Challenge
Amaroo Emu, an Australian-owned family business, wanted to expand their native emu oil products into the modern skincare space. The challenge was to reposition a traditionally medicinal product as a desirable, ethical wellness brand, while overcoming stigma and unfamiliarity surrounding emu oil among modern consumers.
Australians are foreign to the concept of Emu oil as a form of skincare.
Today’s skincare buyers are increasingly drawn to products that feel natural, potent, and intentional. However, they’re also highly sceptical, demanding clear ingredient sourcing, environmental care, and social integrity.
Emu oil is unfamiliar and often misunderstood, creating a tension between interest and ethical hesitation.
Insight
Objective
- Create a brand identity for Amaroo Emu that balances transparency, tradition, and modernity
- Produce an educational brand narrative that positions Amaroo Emu as the go-to for skin and body care.
- Develop a cohesive ,integrated media presence and rebranded website that effectively communicates both purpose and essence.
Appeal to health-conscious, values-driven consumers aged 25–40
