Overview

Marlo provides tailored products that focus on protecting, replenishing and fueling surfers in a holistic manner to enhance recovery and improve performance. Providing the surfer with piece of mind knowing they have looked after their body internally and externally. The products are formulated in mind with health-conscious surfers ensuring that products are reef safe & all natural.

 

Responsibilities

Full brand identity development including guidelines, logos, colours, patterns, tone 
of voice, application and packaging. This project took around 3 months to complete. Working alongside the founder, we were able to identify competitors and develop 
the Marlo look and feel into its own lane for cut-through but also resonated with the target demographic.

Display Large

Protect,
Replenish, Conserve.

 

Display Medium

Protect, Replenish, 
Conserve.

 

Display Small

Protect, Replenish, 
Conserve.

Display Large Bold

Protect,
Replenish, Conserve.

 

Display Medium Bold

Protect, Replenish, Conserve.

 

Display Small Bold

Protect, Replenish, 
Conserve.

Marlo Colour System

Our brand is underpinned with a colour palette designed to be natural, modern and distinctive. Drawing inspiration from the marvel of our natural world, this core colour palette forms the foundation for a strong relationship between the Marlo brand and it’s audience of surfers, swimmers, ocean lovers and environmental conservationists.

Different combinations of these colours can dramatically change the tone and appearance of our brand assets so it is important to consider how they work together.

Keeping colour consistent is a vital element 
to our branding. Colour is the way we differentiate and identify our brand in a crowded marketplace. To help achieve 
greater brand recognition it is important 
that our colour palette is applied accurately and consistently.

Nutrition Segment

Made to replenish your body after a full day in the water, Marlo’s nutrition segment offers the perfect post-surf bite. Packed with natural ingredients to aid in a slow carbohydrate release to promote muscle recovery. By boosting your energy levels, this range will help you stay on top of your game and nail your next wave.

 

Protection Segment

Whether it’s the early morning risers, or the post-school surfers, our sunscreen caters for all skin types, so you can be protected for hours on end. Just rub it in at least twenty minutes before you head out on the waves and you’re good to go. Easy.

Patterns

Nurtirion

Protection

Tone of Voice

Marlo caters to the urban surfer - those who want to focus on recovery and have their bodies in mind. By aiming to empower individuals to perform at their best, the tone of voice of Marlo has to keep this in mind to engage the desired audience target market.

Marlo aims to having an educational, but sincere tone, allowing key messages to capture the reader’s attention and to provide an authentic relationship. Marlo takes an enthusiastic, straight-to-the-point stance with their branding, focused on the product and how it can deliver 
- after all, surfers are up early and are ever consumed by catching waves and their next ride. It is also key 
to focus on the environmental aspects of the products, being reef safe and non-toxic for our waterways.

By capturing an inclusive and light-hearted tone of voice for the brand through an environmentally conscious stance, capturing all of Marlo’s audience segments is crucial to the brands standing point in the surfing world - playing at a more carefree tone to attract all types of surfing individuals, targeting both expert surfers and those who are new to swells. Ultimately, Marlo aims to evoke emotions surfers are familiar with, and allow them to reminisce on good times in the past.

By focusing on the value propositions ‘Protect, Replenish and Conserve’ throughout the tone of voice, this will allow a full circular engagement with their audience.

Brand Application

The following examples offer visuals for the best usage of Marlo’s visual design system and brand assets to ensure a compelling and consistent customer journey across digital touch-points.

Imagery characterizing the fragile yet powerful beauty of the ocean and magnifying the bond we share with her, Marlo’s brand imagery is predominantly raw and monochromatic. 



Marlo’s brand imagery intends to reignite the emotional connections we have with surfing, the ocean, and each other. At its core, we are capturing real and true moments of passion, joy, excitement, and respect to support our message of sustainability and conversation.