Introducing our friends
at Flick

We were thrilled to work with Flick, a brand that started with a simple yet powerful mission: to create an insect repellent made entirely from natural ingredients. Originally named Compass Rose, the brand was founded by Trish in 2020, with a focus on providing New Zealanders with a natural, effective solution for outdoor insect protection. As a small business, Trish was looking for a rebrand that would better connect with outdoor enthusiasts—Kiwis who enjoy hiking, camping, and spending time by the water. We were excited to help her rename, rebrand, and redesign the packaging for this all-natural product, making it more appealing to her target audience.

Project Outline

When we first got involved, the existing Compass Rose brand simply wasn’t resonating with the people it was meant to serve. The name and packaging felt too feminine and elegant, making it more reminiscent of a beauty product than an insect repellent. As a result, it wasn’t standing out in the outdoor market, where rugged, practical, and fun designs are key to attracting attention. We knew that in order to help Trish’s product appeal to the right people—outdoor lovers of all kinds, including men—we needed to create a brand that was more relatable and dynamic. The original design didn’t scream “insect repellent,” and it was clear that a fresh approach was needed.

Our consultation process identified they needed support with:

Project Outcome

Our first step was to rename the brand from Compass Rose to Flick. This new name captures the playful and practical nature of the product—after all, flicking away sandflies is a familiar part of outdoor life in New Zealand. It’s simple, memorable, and directly ties into the experience of using the product. We then developed a bold new visual identity that reflects the fun, adventurous spirit of those who spend time in nature. The new look is bright, rugged, and eye-catching—perfect for outdoor lovers who value natural, eco-friendly products that work. This rebrand has given Flick the edge it needed to stand out in the outdoor market and attract customers who are passionate about both adventure and the environment.

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