Project
Brand Development
Client
Juniper Moon
Role
Brand Architect and Visual Designer
History
The maker of wellness products, the Florida Wellness Institute, decided to move beyond supplements and health shakes to build a lifestyle brand encompassing beauty, home cleaning, and other products that reflect its philosophy of optimizing performance through non-toxic means.
The new product line would skew female and be positioned in the top ten percent of the market by price. With twenty years of success in the health and wellness space—and previous ventures that touched this demographic—the company had developed a clear understanding of this audience's potential. This marked their second attempt to pivot toward a more fashion-focused offering. Earlier efforts met resistance from those reluctant to let go of the health-oriented, utilitarian brand that originally defined the company’s success.
This time, they would start with a well-tested product: Body Butter. They believed that if they could reach the right audience, success would follow. Previous brand shifts had been led by internal teams who attempted to fit new products within the existing brand structure. This time, they would form a separate entity and hire an external branding agency rather than rely on in-house resources. No steps would be skipped.
Challenges
Breaking into an incredibly saturated market
Organic, holistic approaches to every aspect of life and consumer products have already been explored and addressed by companies both large and small in most Western markets. Finding a unique position within the crowded landscape—spanning from Martha Stewart to Goop—would be, at best, difficult.
Balancing fashion with the pragmatic ethos of the client
Building a fashion-oriented lifestyle brand with diverse products is no easy feat—especially when those products must be non-toxic and still outperform synthetic, lab-engineered alternatives. Juniper Moon’s approach to formulation spared no expense or manufacturing challenge in its effort to outperform top-tier offerings across skincare, home cleaning, and beyond.
In today’s market, the fashion trend in moisturizers is science. Think scads of supermodels in lab coats and thick glasses. Cellularly altered and genetically modified ingredients are now the calling cards of the most expensive creams. Chemicals like retinol—often synthesized from vitamin A—aren’t just accepted; they’re the price of entry.
This science-as-style movement has spilled over into many areas of consumer packaged goods. In this world, science signals credibility. So where does Juniper Moon find its credibility and appeal—a brand that refuses synthetic shortcuts yet demands high performance? What constitutes a credible claim and a compelling brand position that truly sets it apart?
Positioning
I began with a competitive analysis to fuel a conversation with the experienced marketing team about the brand’s spot in the marketplace. From there, I collaborated with leadership, sales, and marketing to develop a working thesis on who we were selling to and how. The process included:
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Identifying the target market, their needs, and preferences
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Analyzing competitors and uncovering opportunities for differentiation
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Developing a basis for a unique selling proposition that clearly communicated value
Positioning statement:
During discovery, I realized the lengths Juniper Moon would have to go to in order to deliver on its commitment to efficacy without toxicity. Many of the products—like their moisturizer—had to be treated like perishable food items, requiring the development of creative processes for manufacturing, shipping, and sales. While this posed an existential crisis for the company, to me it was a clear demonstration of proof for our customers.
Juniper Moon is redefining how we live—creating high-performance, non-toxic essentials that help people live richly and stay healthy.
From skincare to home care, each product is crafted with uncompromising purity and used with respect for out customers health and needs. Our standard of efficacy doesn't rely on toxic shortcuts—it’s proven through innovation, integrity, and a belief that better living starts with better, healthy choices.
Value Proposition
What is the main benefit Geospan offers? Living Richly
What is the value that Geospan benefits offer organizations? Living Well
What space in our customers mind do we need to occupy? Truth
Juniper Moon — Live Well, Be Well.
Solution
Juniper Moon’s credibility is rooted in how its products are manufactured, sold, and delivered. They are precious, perishable, and Juniper Moon is the only company willing to endure the expense and effort required to make them the right way. While other companies prioritize shelf life and margins, Juniper Moon is focused on effectiveness and your health—at any cost.
Demonstrating the lengths Juniper Moon is willing to go in every aspect of branding and logistics reinforces its point of differentiation. Some products are shipped in cooled containers; others must be purchased in person—all in service of delivering better, healthier solutions.
The Brand
Live Well, Be Well
Juniper Moon is redefining how we live—creating high-performance, non-toxic essentials that help women live richly and stay healthy.
