Project elements: brand audit, brand refresh

Timeline: 3-4 weeks

Kate Parsons, founder of Seals, was building and launching her new product, Seals - an environmentally sustainable and charitable option to reusable swimming earplugs. Recently winning the UNSW Founder’s New Wave showcase, she had the momentum to begin setting up her project for launch. 

To distinguish the brand in the space and showcase its fun, vibrant culture, like the personality of its founder, Kate wanted a brand refresh that would help prepare her brand launch in the right direction, creating the next cult following in the form of swimming earplugs. 

After a thorough brand and competitor analysis alongside an assessment of accessibility and value alignment, Seals received a refreshed and focused brand identity and social media template pack demonstrating the full potential of Seals as a do-good initiative and a celebration of Australian beach culture - ready for brand launch.

The idea of good health and doing good for the environment is not foreign to Australian beach goers (particularly for young adults in the 25 to 45 age range who are avid swimmers and surfers), so the concept of swimming earplugs is a welcoming essential for all hobbyists and professionals. However, in a market where swimming earplugs are represented as sleek and health-conscious, there is little to represent the swimmer and their place of belonging: the ocean.

With Seals’ unique feature as not only being made out of sustainable materials but to giving 50% of its profit to local marine conservation projects, Seals is not only targeting cool Australian ocean swimmers, but also their passion to protect the ocean they swim in.

Through analysing and preserving all the successful elements of Seals’ branding and the ways to elevate these features to make them accessible and scalable for production while providing the sensation of bliss and freedom, Seals became a representation of the vibrant Australian beachgoer that cares not only for their health, but the health of the ocean they swim in.