Brand Identity | Website | Content Creation | Social & Search Advertising | Email Marketing

Soil and Bone is a lifestyle brand rooted in the Australian landscape, built on a love for craftsmanship, slow living, and the natural world.

The Challenge

Soil and Bone was more than a business idea; it was a personal vision. But turning that vision into a brand required strategy, storytelling, and design that could cut through the noise of a busy online marketplace. The challenge was to create an identity that felt honest, grounded, and distinctly Australian, while also building a digital foundation that could scale.

Our Approach

We started with a deep dive into the brand’s ethos, shaping a visual identity that fused rugged simplicity with a sense of quiet refinement. The result was a logo and design system that feels both raw and considered, echoing the textures of timber, earth, and hand-crafted goods.

From there, we designed and developed a Shopify website tailored for storytelling and conversion, balancing lifestyle content with clear pathways to shop. The experience is built around the product but guided by the brand’s deeper narrative.

To bring the world of Soil and Bone to life, we built a robust content library, capturing launch imagery and short-form video across product, lifestyle and brand storytelling. These assets served as the backbone for ongoing marketing efforts.

We then rolled out a multi-channel advertising strategy, combining Meta and Google Search campaigns with a clear creative direction, designed to engage a niche audience looking for something more considered than the everyday. From campaign concepting to performance management, we supported the full digital funnel.

Our Role

• Brand Design & Visual Identity Logo development, typography, colour palette, brand voice and packaging direction.

• Website Design & Development A Shopify build tailored for a boutique lifestyle brand.

• Content Creation Photography and video production for launch, social, and product storytelling—delivered as a scalable content library.

• Paid Advertising Social media advertising (Meta) and paid search (Google) for launch and ongoing acquisition.

Soil and Bone launched with a brand that felt lived-in from day one. Visually distinct and strategically sound, the site began converting from launch, supported by high-performing digital campaigns and a cohesive content ecosystem. The brand has already built a loyal following and is expanding its product offering, supported by the digital foundation we created together.