Body Organics is a multidisciplinary health care practice that has grown considerably since Carla Mullins opened the first Pilates & Healing Centre studio in 2002. Today, Body Organics offers a range of health services, from Pilates to physiotherapy, musculoskeletal therapy, myotherapy, acupuncture and podiatry – it’s clear that they take their tagline “take your health to a better place with Body Organics” very seriously.
With this philosophy in mind, it comes as no surprise that the team behind Body Organics created a product that was not only functional and good for the body, but also aesthetically appealing.
Last year, the Makarlu Lotus was launched. The different sizes and textures are designed for versatility and can be used in different configurations for building strength and balance, muscle release and rehabilitation, or to facilitate specific exercises for highly conditioned performers and athletes.
Earlier this year, Body Organics was awarded a prestigious Good Design Awards Gold Accolade for the Makarlu Lotus. The award, presented in the coveted Product Design category for sport and lifestyle, recognises outstanding design and innovation.
Clever minimalist design
The patented Makarlu Lotus consists of three nesting domes on a convex hardwood base crafted from high quality, sustainably sourced and produced materials. The nesting feature means the Makarlu Lotus takes up less room than traditional rehab and exercise tools, so it is ideal for travel and can be easily transported between home and office. The elegant and compact design can be displayed in a modern home or office space when not in use and also makes for less clutter.
What’s in a name?
Body Organics has secured trade mark registration of Makarlu in Australia and abroad. The brand is an ideal example of a ‘strong’ trade mark, with Body Organics taking inspiration for the name from two origins:
‘ma’, being a Japanese word which roughly means “not something that is created by compositional elements; it takes place in the imagination of the human who experiences these elements”
‘Karlu Karlu’, otherwise known as the Devil’s Marbles, a natural rock formation of great cultural and spiritual significance to the traditional Aboriginal owners of the Warumungu area in the Northern Territory. After millions of years some of the boulders remain precariously balanced next to or on top of one another.
Together, these elements form a meaningful (but not descriptive) word which distinguishes Body Organics’ award-winning Makarlu products in the marketplace.
Makarlu Lotus has proven very popular since its launch, with over 30% of sales being exported around the world. Michael Schwarer, co-owner of Body Organics and co-developer of Makarlu, said that this reinforces the importance and value of having a sound IP strategy from the start, not just for Australia but for international markets as well.
If you have a new product or service and would like advice on how to protect its design, functionality or name, please contact MBIP to arrange a free initial consultation.