Beauty brand unites skincare and nature

Mother Dirt is a unique biological skincare brand that uses Ammonia Oxidising Bacteria (AOB) to rebalance the skin microbiome. Mother Dirt worked with Smakk, a rebranding and marketing agency to refocus the brand identity ahead of the launch of their two new restorative skincare kits.

Smakk recognises that consumers are increasingly driven by their values and want brands to embrace sustainability, health and social impact. It repositioned Mother Dirt as a revolutionary discovery that offered a more natural, sustainable and healthier solution to skincare. The strategy was to place Mother Dirt as a solution to the skincare problem caused by traditional brands that use chemicals and preservatives. From there, Mother Dirt formed the brand ethos "we don’t believe in bad skin, only bad skincare,” according to Smakk founder Katie Klencheski.

The visual identity now reflects Mother Dirt as a natural, live and growing product. There is a focus on the science behind the product, specifically discovery of AOB. A contrast of bold reds, purples and soft skin tones emphasise the image of clarity and flowering plants. The rebranded logo now mirrors the red AOB flower in bloom, placing focus on the unique ingredient and approach to skincare as an ecosystem.

Smakk partnered with Doan Lyn, a floral designer and photographer to bring a fresh aesthetic and modern perspective to the natural elements of the brand through product shots. It also worked with Sergio Kurhajec to capture the natural, radiant skin that is the hallmark of the brand.