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Matakana Essentials A Provenance-Led Brand Built to Scale

From concept to considered premium brand: strategy, identity, ecommerce and launch

Matakana Essentials is a premium New Zealand body and homecare brand inspired by place, provenance and naturally occurring bioactive botanicals. The Goods Agency partnered with the founder from inception, shaping the strategic positioning, brand identity, packaging, ecommerce platform and full launch campaign. The result is a commercially robust brand built not just to launch beautifully, but to scale with clarity and confidence.
Matakana Essentials is a premium New Zealand body and homecare brand inspired by place, provenance and naturally occurring bioactive botanicals. The Goods Agency partnered with the founder from inception, shaping the strategic positioning, brand identity, packaging, ecommerce platform and full launch campaign. The result is a commercially robust brand built not just to launch beautifully, but to scale with clarity and confidence.

Results & Impact

Matakana Essentials entered the market as a fully realised brand, strategically positioned, commercially structured and supported by integrated marketing systems. Rather than a soft launch, the brand debuted with clarity, cohesion and immediate traction across digital and retail channels.

Increased ROI: from $0.88 to $8.20 per dollar spent
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Boosted Facebook advertising Return on Ad Spend (ROAS) from an average of $0.88 to an impressive $8.20 for every dollar spent.
Expanded Reach
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Introduced Google Ads, driving more sales and achieving a ROAS of $9.35 for every dollar spent.
Expanded Reach
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Introduced Google Ads, driving more sales and achieving a ROAS of $9.35 for every dollar spent.
Expanded Reach
Plus sign
Introduced Google Ads, driving more sales and achieving a ROAS of $9.35 for every dollar spent.
Expanded Reach
Plus sign
Introduced Google Ads, driving more sales and achieving a ROAS of $9.35 for every dollar spent.
Expanded Reach
Plus sign
Introduced Google Ads, driving more sales and achieving a ROAS of $9.35 for every dollar spent.
Established a Provenance-Led Premium Brand
Positioned Matakana Essentials around place, provenance and naturally sourced bioactive ingredients — creating a clear point of difference in a crowded skincare market. The brand entered with refined credibility, communicating its Matakana roots without over-claiming origin.
Complete Brand & Packaging System
Developed the full identity, packaging suite and print collateral to ensure cohesion across product, ecommerce and retail. Every detail balanced premium restraint with commercial practicality.
Structured Paid Media Engine Across Meta & Google
Implemented a full-funnel strategy across Meta and Google, spanning awareness through to conversion. Campaigns were structured for rapid learning, controlled frequency and sustainable performance momentum.
Secured Premium Retail Stockists
Developed wholesale strategy and retail-ready toolkits to support expansion beyond DTC. The brand is now stocked with aligned premium retailers, validating positioning and strengthening multi-channel growth.
Integrated Launch Campaign
Delivered a coordinated launch across organic, paid and selected print channels. Creative and media were aligned to drive early demand while protecting premium brand equity.
Conversion-Driven Ecommerce & Tracking Infrastructure
Designed and built a refined Shopify experience with integrated GA4, Meta and Google tracking from launch. Performance measurement and optimisation were embedded from day one.

We came to The Goods Agency with just an idea and a name, and Tymon and her team helped bring Matakana Essentials to life from the ground up. From brand identity and website through to launch and ongoing marketing, they’ve guided every step with a clear, strategic approach, including valuable advice around sales and how to grow the business. We’ve seen strong early results and have real clarity on what’s working. Tymon and her team are proactive, easy to work with, and genuinely invested. It feels like having a true partner in the business. Highly recommend.

Kym Bracewell - Founder

Project Overview

The Challenge
Launch a premium body and homecare brand into a saturated New Zealand skincare market
Establish a clear, provenance-led point of difference without over-claiming origin
Balance elevated design with commercial viability across packaging, ecommerce and retail
Build scalable marketing and tracking infrastructure from day one
Our Approach

We partnered with the founder from the earliest stages, building both the brand identity and the commercial engine behind it. Every decision — from typography to tracking architecture, was made with long-term growth in mind.

Our approach included:

  • Defining strategic positioning grounded in place, provenance and bioactive ingredients
  • Developing the complete visual identity system, packaging suite and print collateral
  • Designing and building a conversion-focused Shopify ecommerce platform
  • Implementing GA4, Meta and Google tracking architecture from launch
  • Structuring full-funnel Meta and Google campaigns to balance brand building and performance
  • Supporting wholesale strategy development, pricing structure and retail toolkit materials
  • Coordinating launch activity across organic social, paid media and selected print placements

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