Thanks to a revolutionary collaboration of New Zealand’s finest scientists, innovators, designers and client Healthy Breath Ltd, the MEO mask is an air filtration product like no other, setting new standards for breathability, comfort and style. The MEO mask offers users genuine protection against the harmful effects of air pollution, a rising global problem and Voice was the agency chosen to help clients bring the brand to life.

New Zealand was the natural home for the brand. ‘The home of pure’ imbued the brand with fresh/clean qualities – aspirational in MEO’s target Asian megacity markets. Core to the mask’s effectiveness is the Helix™ Filter Media; a result of many years of research in utilising the protective qualities of scientifically tested wool from sheep in Wanaka. The MEO mask was also created in collaboration with celebrated Kiwi designer Karen Walker, giving wearers the ability to look great every day while protecting their health.

Voice worked hard to realise a product name and identity that remained true to the promise of pure, clean air and that occupied the premium end of a crowded marketplace dominated by large corporates selling low functionality. Voice immediately saw the opportunity for MEO – to be the design-led innovative brand in the pursuit of pure breathable air, in a way that’s current, desirable and deeply needed.