Eucalyptus had moved far beyond its beginnings, but its identity still carried some of the friction of an earlier-stage company. The opportunity was not to erase its recognisable character. It was to help an organic brand grow up without losing its roots.

Working closely with Eucalyptus's internal team, we refined the logo's competing letterforms into a sharper, more cohesive wordmark. The colour palette brings together two unlikely bedfellows: native Australian flora and medical scrubs. The combination feels organic and technical in equal measure. Illustration, icons and motion turn adaptation into a repeatable behaviour. Forms inspired by Australia's varied terrain shift through colour, texture, repetition and light, creating an identity that feels alive rather than conventionally tech.

The apparent simplicity relies on a system that can remain recognisably Eucalyptus across healthcare brands, audiences and formats. Studio Paradise led the visual identity with the internal team providing direction, approvals and further refinements. We also created an initial website direction, which Eucalyptus subsequently took forward internally.

By 2026, Eucalyptus had served more than 850,000 customers across five international markets and was acquired by Hims & Hers in a transaction valued at up to US$1.15 billion.