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Nurish - Joshua Vander Klipp
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Nurish


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Eco-friendly Cleaning Product Line

Year Completed


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2014

Discipline

Branding, Packaging, Print

Client


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Proctor & Gamble

Objective


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Create a brand identity system for a line of household green cleaning products.

Audience


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Parents with children and environmentally conscious adults in their twenties and thirties.


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GLASS

Unrefined glass is highly recyclable and safe and there is no need to waste resources on traditional clarifying processes or requiring only clear recyclable glass to make Nurish containers. Color and imperfections enhance the eco-friendly brand voice.

PAPERBOARD

Compostable paperboard waste can improve the area in which it is disposed of by the addition of nutrients and enzymes into the paper while being made.

nurishlogo

LOGO CONSIDERATIONS

The organic shape of the mark implies the contents are similarly natural the slight egg shape subtly suggests the notion of nourishment.
Green is an obvious choice for environmentally friendly products but Nurish green is softer, friendlier, and more easily identifiable on a store shelf awash with eco-friendly vibrant greens.
The name Nurish was chosen because of the way the products and packaging are designed to improve the environment when they are disposed of. The phonetic spelling of nourish is more memorable and lends a unique character and personality to the brand.

MISSION STATEMENT

To provide for every household, the highest quality
and most effective all natural cleaning supplies
that can improve the environment once they have
fulfilled their purpose and are disposed of.

AUTHENTIC GREEN

Being “less bad” is not the equivalent to being good. This was the catalyst for the Nurish brand. It is not enough to have a less harmful effect on health and the environment than the competition. These cleaning products are made from cleaners, scouring agents, and plant extracts in lieu of harsh chemicals so that the resulting product is no more dangerous than the food anyone would have in their pantry.

CRADLE TO CRADLE

The research for this projects started with the highest standard for sustainability, Cradle to Cradle. Nurish is made in a way that improves the environment when it enters back into the biological cycle by enriching compost-able paper board with nutrients for the soil and including enzymes that break down the materials.

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