Nourished by Nature

In a category experiencing growth, Earthwise was seeing a double-digit decline in Nourish, its natural personal care offering.

As environmental awareness increases and consumers are more clued on to what ingredients to avoid, the demand for natural products grows. However, as the cost of living continues to rise, value is increasingly becoming ever more important.

With premium brands becoming more competitive on price, and mainstream brands starting to compete with more natural claims; marking a clear space for Nourish as the true value offering in natural personal care was critical for the brand to stop itself from being squeezed at either end.

We wanted to lean into the naturalness of Nourish’s formulations and celebrate the beauty of nature without taking the more obvious and often photographic style of actual ingredients, seen across most mainstream brands. Using abstract, organic shapes to reflect ingredients and scents, we were able to achieve a clean and sophisticated design that still felt gentle. These illustrated shapes create a strong navigation system across the range, which had previously been lacking.

The wordmark has been softened to feel less clinical, as well as bring closer alignment to Earthwise. And importantly, we brought the brand’s tagline ‘Nourished by Nature’ onto packs, sitting front and centre to serve as a promise and signoff from the brand.