The Family Cult Rebrand

Branding

Led by Australian socialite Anne Hamilton-Byrne, The Family was one of Australia’s most predominant cult during the 60s - 90s. As a branding exercise, the cult was given a coherent image and identity inspired by its main attributes. The project took into consideration the idea of ‘building the master race’ as the main component for the visual system, while also representing the cult’s notions of enlightenment, motherhood, cultivation and generations. The branding was designed towards a modern yet effective image that could be represented through different applications, and that kept coherence all throughout the system while being authentic to the no longer active cult.