MEO
Building a premium brand in a function-led category
A premium, design-led identity and packaging system for MEO, built to communicate purity, protection, and style.
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A premium, design-led identity and packaging system for MEO, built to communicate purity, protection, and style.
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+ Brand Identity Development
+ Art Direction
+ Packaging
+External and Internal Communications
+ Art Direction
+ Packaging
+External and Internal Communications
Role: Designer
Agency: Voice Brand Agency
ECD: Jonathan Sagar CD: Sean McGarry
Agency: Voice Brand Agency
ECD: Jonathan Sagar CD: Sean McGarry
CHALLENGE
Launching a new premium air filtration brand in an emerging category.
MEO, a new premium air filtration brand from New Zealand, needed a clear, compelling identity that reflected its advanced technology, considered design, and promise of pure, breathable air. The strategic task was to position MEO as a design-led, aspirational product in a category dominated by functional, low-design offerings, both effective and desirable for urban consumers in Asia.
The core problems to solve:
Launching a new premium air filtration brand in an emerging category.
MEO, a new premium air filtration brand from New Zealand, needed a clear, compelling identity that reflected its advanced technology, considered design, and promise of pure, breathable air. The strategic task was to position MEO as a design-led, aspirational product in a category dominated by functional, low-design offerings, both effective and desirable for urban consumers in Asia.
The core problems to solve:
- Launching a brand from scratch in an emerging category
- Pairing technical credibility with aspirational, design-led appeal
- Communicating the Helix™ filter's benefits simply and clearly
- Establishing a premium identity in a function-driven market
- Building a scalable system to support multiple SKUs and future products
MY ROLE
I drove MEO's packaging and communications rollout, taking the identity into market:
- Helped shape the brand identity, visualising it across touchpoints
- Supported the packaging design and prepared print-ready artwork for global markets
- Rolled out marketing communications across digital and print OOH, adapting assets across formats for a consistent premium presence
- Worked closely with the lead designer and client to translate strategy into a cohesive visual system
PROCESS
The work spanned two fronts: packaging and communications.
On packaging, I supported design refinements and layouts, adapting typography, colour, and imagery for clarity and premium appeal, and prepared print-ready artwork for release across global markets.
On communications, I helped roll out the brand across digital and print OOH campaigns, refining layouts and adapting assets across formats so the identity held together consistently and read as premium at every touchpoint.
Throughout, the discipline was keeping a single, cohesive look across a growing set of formats, protecting the premium feel as the brand scaled into new markets and channels.
OUTCOME
MEO established itself quickly as a premium, design-led brand in a function-driven category, with a cohesive identity that blended protection with aspirational style across every touchpoint.
The work spanned two fronts: packaging and communications.
On packaging, I supported design refinements and layouts, adapting typography, colour, and imagery for clarity and premium appeal, and prepared print-ready artwork for release across global markets.
On communications, I helped roll out the brand across digital and print OOH campaigns, refining layouts and adapting assets across formats so the identity held together consistently and read as premium at every touchpoint.
Throughout, the discipline was keeping a single, cohesive look across a growing set of formats, protecting the premium feel as the brand scaled into new markets and channels.
OUTCOME
MEO established itself quickly as a premium, design-led brand in a function-driven category, with a cohesive identity that blended protection with aspirational style across every touchpoint.
- $1M+ in sales within its first year
- Now sold in 10,000 stores across 120 countries
- One of the world's largest and most trusted face mask brands