ROOK/NYC has refreshed the brand identity and packaging design for Live Clean, a plant and naturally-derived beauty, body and baby care brand. The full service creative agency set out to reimagine the Live Clean brand logo while maintaining a simple, clean and consistent “brand block” across the portfolio and dialing-up the client’s natural, plant-based positioning.
“This was our fourth partnership with Hain Celestial, and it was great to partner with the team on Live Clean to really drive home the idea of natural power through a bold icon and simple, yet beautiful, visual hierarchy,” says Mark Christou, Founder & Creative Partner ROOK/NYC. “Paring back the amount of communication on the front of the package allowed for a bolder, more striking design that really celebrates the natural ingredients.”
“The new design helped us show retailers that we were updating the brand to streamline the consumer’s shopping experience by highlighting claims and benefits we know shoppers look for when they are trying to navigate the shelf for more natural offerings,” adds John Rydzynski, Director Marketing Live Clean.