Starship was asked by Australian ethical skincare and cosmetics brand MUSQ to expand and develop its current branding (created by Adelaide-based Black Squid Design), as well as create a brand strategy encompassing online and offline touchpoint guidelines that encapsulates MUSQ’s brand promise.


The cosmetics and skincare category is highly competitive, with multiple brands staking out spaces online and offline, even in the ethical skincare sector.

Unique Brand Space

Through a series of research exercises, where we established brand loyalists profiles and desires/motivations, Starship created a brand philosophy for MUSQ: “Keep it clean, kind and simple”, expressing their commitment to quality, clean urban living, ethically sourced ingredients and socially conscious enterprise, while still preserving the fashionable, ‘luxe’ quality of the brand product’s look and feel.

As an ethical skincare brand, the client is concerned about where its ingredients are sourced and how treated, while presenting a message that was tonally positive and friendly. It also wanted to raise awareness about the amount of bad ingredients often included in competitors or mainstream products made by the big beauty players.

This concept flowed through the brand conceptualization, social media and digital strategy and offline touch-point execution strategies. Starship supplied new brand elements, including tone of voice, color strategy, image strategy, general strategic direction, digital design and copy for the client, made to appeal not only to the brand’s current core audience but also to draw in new customers wanting a safer, healthier alternative for their skin.