Stella Says
Branding, packaging and marketing materials
Stella Says is a company on a mission to take the drama out of head lice and to give parents a sustainable, enjoyable haircare choice.
Founded by Michelle MacDonald – an entrepreneur, former Mayor of her community and a mum frustrated by traditional head lice treatment options. Michelle drew on her nanna Stellas recipe and created a solution that is gentle enough to use everyday, contains no nasties and is kind to the planet, made using sustainable carbon neutral packaging.
Case Study:
Turning lice treatment on its head
Branding and packaging
Adulting is hard enough without a head lice situation throwing your household into total chaos. It’s a stressful, shameful experience that no one wants to have to deal with.
The challenge
The goal was to kill the drama (and also get rid of the pesky lice) by removing the stigma and stress of treating head lice from a shameful experience treated during a crisis, into a drama free experience that’s part of your everyday routine.
The solution
An everyday conditioner that treats head lice (according to a proven Heath Department recommended method), but is gentle enough for the whole family to use. One that is free of all the nasty chemicals that so many head lice treatments rely on. One that smells divinely of chocolate mint fudge and leaves your hair feeling amazing. One that looks great, holding its own amongst the other designer bottles in your shower.
The project started with the logo identity, inspired by quintessential Nanna Stella. With a nod to her outspoken nature the logo references an exchange of communication and sharing of ideas.
Clever copywriting was created by the founder Michelle, aptly naming the product ‘No Drama® Family Conditioner’ which perfectly embraced the ethos of the brand.
When looking at packaging you couldn’t help but notice that competitors’ products fell largely into two key categories: scientific – jammed full of chemicals and with packaging covered in features and promises, or natural – a softer, more down to earth approach with packaging dominated by images of nature and craft paper.
Stella Says stands out for all the right reasons. The design embraces a refreshingly clean and direct approach, featuring simple messaging, bold typography and a restrained design.
An additional feature that was close to the heart of founder Michelle was sustainable carbon neutral packaging. Michelle says it perfectly “As a parent, I care about the earth and our children’s futures. I wanted to make sustainable choices simple and cut out the drama while I was at it!”
Photography @smallbusinessgrowthclub
Testimonial
From the moment Kushla and I met, we just clicked. Was it because we’re both mothers? Was it because we’ve both been through the drama of head lice infestation and have come out the other side? Was it because we are both time-poor so immediately relate to Stella Says’ ideal customer?
I think it was all those reasons but the biggest reason? Kushla would click with any client because that’s her job. She takes you through a thorough process of understanding what you want your brand to represent, who your ideal customer is, what that customer thinks and feels about the world, where does she shop, what does she buy? She took me through a process of identifying my ‘brand heroes’ – what brands resonate with me and why?
Kushla immediately ‘got’ Stella, my muse, a cheeky wise Nanna, and my customers ‘get’ Stella because Kushla’s advice on branding helped me hone the tone.
The cherry on top? Kushla designed a colourful panel on my bottle that represents the diverse hair of the children of Australia. I know, right? Such a simple but deeply symbolic act that has resonated with the Stella Says community.
I get so many compliments on my brand. It shines in the market place, it stands out on social media. Mothers warm to it immediately, little girls have the bottles displayed proudly on their bathroom vanity with their hair and beauty products.
There is a revolution in our bathrooms and it’s making head lice treatment pampering rather than punishing. Kushla’s work was central to this and I highly recommend her. I give her five stars but she really deserves the Milky Way.
Michelle MacDonald
Founder and Director
Stella Says®️ | Head Lice Treatment for Kids