Shampoo that speaks to you.
Packaging with personality for Mosh.
Mosh is an Australian men’s health brand, offering a range of products to cleanse, beautify, and generally spruce up the discerning Australian male. Local agency-about-town Universal Favourite invited us to fill the packaging with words. We smooshed on some moisturiser and got to work.
Approach
The brief was inclusive. It said: we’re not here to make fun of people – we want to make them feel good. Humour that punches down is cheap. Perhaps we can write something funny without … punching anyone?
The challenge was to sell each product’s benefits, while elevating the brand as wry, self-aware, and premium. Because if you’re going to spend time reading a shampoo bottle, you ought to get something out of it (other than shampoo, that is).
There were hardly any copy changes on this job, which was a source of great joy. Another source of great joy was the fact that the writing won an award – AGDA’s Design For Writing.
Your bonus content.
If you’ve scrolled this far, you deserve a treat.
I’d offer you a Cookie Time (they’re from New Zealand, I think you’d like them) but that seems impractical. Instead, here are some of my favourite Mosh lines that ended up on the cutting-room floor.
Shampoo
So. You are choosing the path of Good Hair? Not for the weak hearted. But the hair of your dreams lies ahead. Let us begin.
Energy Libido Vitamin
No clichés. Just a healthy sex life, bursting with energy, gushing with libido, throbbing with … wow, this is not easy. In fact, it’s very hard.
Cleanser
Without a layer of dirt and oil and gunk you’ll have nowhere to hide. Is that what you want? Huh? To look clean and confident? Well?
Multi-vitamin
Taking a little pill that contains a blend of superfoods seems a bit space age, doesn’t it? Damn right it’s space age. You’re an astronaut. Get in.
Natural sleep supplement
No sleep bad. Brain slow. Look tired. Natural things in bottle. Eat them. Sleep good. Be happy.
Dark Eye Circle Serum
This Dark Eye Serum will instantly make your eyes look brighter, and less puffy. Is that kinda like cheating? Yes. Should you buy it? Also yes.