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 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. Voice was the agency chosen to help the client 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 and launched in collaboration with celebrated Kiwi designer Karen Walker, giving wearers the ability to look great daily 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 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 to pursue pure breathable air in a current, desirable and deeply needed way.

Since its launch, MEO is been sold in over 100 countries and has sold over 30 million masks globally.