Melo

Melo believes hands are the original multitaskers. They lift groceries, braid hair, sign contracts, and still find time to high-five. Yet most lotions treat them like an afterthought. We reimagined Melo as their loudest champion; fermented ingredients wrapped in color so warm it feels like sunlight on calloused knuckles. One squeeze and cracked skin remembers it’s allowed to feel the soft.

John Luke at Imagemme built a brand that flexes like the hands it serves. Custom letterforms bulge with quiet power. The palette jumps from clay, reds to goldenrod yellows, every shade pulled straight from soil and citrus rind. Photography crops tight on knuckles and cuticles, turning everyday gestures into quiet portraits. The tagline ‘Richly Rooted’ lands like a promise: centuries of fermentation science bottled for the palms that never clock out.

Launch assets live everywhere hardworking hands do. Stickers cling to toolboxes and subway poles. Animated reels loop on Instacart checkouts. Guideline decks lock every curve of the word mark and every hex code, so that the next tube, pump, or refill pouch feels like it was poured yesterday. Melo isn’t just lotion. It’s the standing ovation your hands never got.

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