Make Them Heroes
When the “Nurturing” element is the key brand emotion, the goal is to make the consumer a hero, not the product. In the case of Nurturals, Kinetic made mom the hero for buying all-natural cleaning products that protect children and pets. |
CLIENT STORIES: NURTURALS
Nurturals is a cleaning products company, developed from nature to nurture the consumer and everything in their lives. Their products have 100% naturally derived ingredients, with no VOCs, no chlorine bleach, no synthetic fragrances or dyes and is phosphate and gluten free. All products are safe and naturally wipe out bacteria, germs, grease, grime and tough stains. Their products do not contain any synthetic fragrances, dyes, parabens, petroleum solvents, alcohol, sodium laurel/laureth sulfates or ethoxylates.
BACKGROUND: A successful cleaning service company, called "Maid To Shine," had a truly all-natural cleaning formula they wanted to turn into a product. The company had been using this product for their own cleaning services and their customers loved the clean and safe results it produced. Not only were businesses and homes much cleaner, but pets and children were also safe with this new liquid product.
PROBLEM: Maid To Shine had no name, logo or brand identity for their new product. They needed a wide range of branding elements to launch a new brand that would effectively connect with customers and engage them to purchase the product.
SOLUTION: Kinetic Branding developed the company's brand strategy using their proprietary Brand Energy process, developed a new name, logo and all of the following brand identity elements:
PROBLEM: Maid To Shine had no name, logo or brand identity for their new product. They needed a wide range of branding elements to launch a new brand that would effectively connect with customers and engage them to purchase the product.
SOLUTION: Kinetic Branding developed the company's brand strategy using their proprietary Brand Energy process, developed a new name, logo and all of the following brand identity elements:
- Brand Energy Formula
- Company Naming
- Company Brandmark
- Company Website
- Product Packaging (this section is coming soon)
BRAND ENERGY FORMULA
The unique Brand Energy Formula that Kinetic Branding identified for the new company to be named Nurturals is "Nurturing," "Self-Worth" and "Discovery." These are the core felt needs and emotions of the company's target audience. Meeting these emotional desires are the focus Kinetic Branding branding projects for Nurturals.
The Nurturing Response
No matter who we are, we all have this fundamental human desire to nurture. You've seen complete strangers risk their own lives to save someone in trouble and there have been times you've reached out to help someone less fortunate that yourself. Most of us have cared for animals, children and others who need our attention and help.
Self-Worth
When you do something nice for someone, a real sense of value comes over you and you get a bit of a rush for helping someone out. This is a natural desire that we all have within ourselves, and we oftentimes actually seek this desire out, especially for the ones we love.
The Excitement of Discovery
Discovery is in our blood. Some to explore the world, others to search for the perfect shopping mall, and still others to uncover new and innovative products. Kinetic Branding believes that the excitement of discovery is a pivitol part of the Nurturals brand energy formula.
The Nurturing Response
No matter who we are, we all have this fundamental human desire to nurture. You've seen complete strangers risk their own lives to save someone in trouble and there have been times you've reached out to help someone less fortunate that yourself. Most of us have cared for animals, children and others who need our attention and help.
Self-Worth
When you do something nice for someone, a real sense of value comes over you and you get a bit of a rush for helping someone out. This is a natural desire that we all have within ourselves, and we oftentimes actually seek this desire out, especially for the ones we love.
The Excitement of Discovery
Discovery is in our blood. Some to explore the world, others to search for the perfect shopping mall, and still others to uncover new and innovative products. Kinetic Branding believes that the excitement of discovery is a pivitol part of the Nurturals brand energy formula.
COMPANY NAMING
During the company naming process, Kinetic created an original and unique naming concept for their client's cleaning products company. The new name, "Nurturals," is not a word recognized in most dictionaries, and the new name is a mashup of the words "Nurture" and "Naturals" which best accurately defines the purpose (nurturing) and makeup (all-natural) of the company's products. The name stuck!
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."
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."
COMPANY BRANDMARK
The new corporate brandmark that Kinetic developed for Nurturals was based on the company's newly discovered Brand Energy Emotional Elements and their unique Brand Energy Formula.
The Nurtuals logo design came to the Kinetic team quite naturally. Because the name of the company is not an actual 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 and focus on the 'u.' The leaf has a nurturing curve to it, much like a cradling hand or a warm smile. 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 all-natural color palette.
The Nurtuals logo design came to the Kinetic team quite naturally. Because the name of the company is not an actual 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 and focus on the 'u.' The leaf has a nurturing curve to it, much like a cradling hand or a warm smile. 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 all-natural color palette.
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COMPANY WEBSITE
The Nurturals website was based primarily on the Nurturing emotion. The design is bright, light and focused on family interaction in a clean home environment. The Nurturing emotion makes mom, the primary target audience, feel like a hero for buying Nurturals to keep her family environment clean and healthy.
Since mothers are looking for products and services to nurture their family, Kinetic focused on this fact and has designed visuals and messaging that speaks directly to their desire to nurture and protect their children and pets. |
