Barnes Naturals is an Australian wellness brand founded in Melbourne in 1876, known for its long-standing heritage in producing premium honey-based products. Over the past year, I collaborated with their marketing team on a brand refresh that reflects both their current position in the market and their ambition to evolve into a more premium and nature-focused brand.

We began by defining the brand’s intention: to encourage people to reconnect with their surroundings, with nature, and with the present moment. From this, the new tagline "get closer to nature" was born. Visually, the direction embraces slowness, inviting a pause, an appreciation of the moment, and an acceptance of human imperfections.

The creative style centres on a sense of the human touch and draws from nostalgic, analogue methods. I used stop motion, handwriting, and analogue photography, along with processes like printing, scanning, and image distortion to introduce texture and warmth. The result is a brand expression that feels calm, natural, and intentionally imperfect.