Leapful Skin
Brand Strategy | Packaging Design | Illustration
Nº1. PROJECT DETAILS
Year: 2025
Client: Leapful
Services: Brand positioning strategy, Packaging design, Illustration
Challenge
Leapful Skin approached us with a vision to elevate their brand from its homemade origins to a premium skincare label worthy of prestigious retail spaces. Their unique proposition of farm-made skincare, rooted in Tasmanian soil, needed a strategic repositioning and new packaging to compete in the luxury beauty market.
We identified that Leapful’s authentic story of regenerative farming and sustainable practices was their greatest asset - one that needed to be amplified through elevated packaging design and a new way of telling their story. The challenge was to maintain their grassroots authenticity while developing a premium aesthetic and language register that would resonate with conscious luxury consumers.
Perspective
Develop a clear brand strategy and distinctive market position for Leapful, then create a cohesive packaging system that refines the visuals of the product range whilst retaining the colour recognition and natural character customers already knew.
Solution
We developed a brand strategy that brought Leapful’s strongest qualities into focus: its Tasmanian farming heritage, environmental integrity, small-batch production and distinctive use of whey. This gave the brand a clearer story and a credible position within the premium natural skincare market.
We then brought the new direction to life through a complete packaging redesign. One important piece of existing brand equity was retained: customers already identified the three scents by their colours. Rather than abandoning this recognition, we evolved the original colours into a sophisticated, earthy palette, creating a more premium visual system while keeping each scent instantly recognisable. Phoenix Hill, Ragged Tier and The Narrow — all inspired by places on the Leapful farm — each received their own colour world and custom illustration, carried consistently across the range. This means products in the same scent family sit within a beautiful tonal gradient when displayed together.
We also managed material suggestions and sourcing of suitable production partners, ensuring the concept translated seamlessly into the finished products.
Impact
Leapful now has a clearer position in the natural skincare market and a packaging system that gives the full range a consistent, premium presence. The new direction gives the founder a practical foundation for communicating the brand, and most importantly, that origin story no longer stops at “natural skincare”. Their new positioning as a purposeful luxury brand has opened doors to new retail opportunities and has seen them win Gold and Silver in the 2025 Clean and Conscious Beauty Awards.
Scent profile custom illustrations & colour suite
Frosted glass body lotion bottles
Phoenix Hill hand cream tube
Nº2. ABOUT
Leapful Skin is a small brand creating purposeful, whole skincare that grounds you. From the fields to your fingertips, Leapful grows beauty with a net positive impact on the environment. Their farm-fresh formulations are minimally processed to preserve the integrity of home-grown ingredients and deliver skincare that’s as pure and nourishing as the food we eat.
Milkshake Creative Agency was engaged to create a new brand positioning strategy and an updated packaging suite.