A Naturally Nurturing Name & Logo

Kinetic Branding, a West Coast branding and design firm, recently named a new company and designed its new corporate logo. The company, named Nurturals, is a 100% all-natural cleaning products company that makes non-toxic, anti-bacterial, plant-derived cleaners specifically designed to nurture families and safely clean their home environment. Continue reading below...

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What's in a name? During the naming process, Kinetic created an original and unique naming concept for our client's cleaning products company. While "Nurturals" is not a recognized word in the Oxford Dictionary, the new company name is a mashup of the words "Nurture" and "Naturals" which best defines the purpose and practice of the company's products. Since there is no official definition of this new word, we decided to create our own for the company's tagline: "Natural products that Nurture your family."

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The logo design came to us, well... naturally. Because the name of the company is not a recognizable word, Kinetic decided to accentuate and elevate the letter 'u' which is the one letter that puts a fun and interesting twist in the company's name. We wanted people to notice the new word and know that it was spelled that way intentionally. Since all of the company's products are plant-based and environmentally-friendly, it was a "natural" decision to use a leaf in the design and to help underscore the 'u.' The leaf has a nurturing curve to it, much like a cradling hand or a warm smile on your face. All of the letters were custom-altered to make each letter's serif gently nestle the neighboring letter. The bright green and soft brown colors reflect a bright, clean, fresh and natural color palette. 

Stay connected to this blog to see the upcoming designs for Nurtural's new website and product label designs.