NWE Rebranding

Branding & Strategy

OVERVIEW

After conducting extensive market research and competitive analysis, we developed a brand strategy that was in alignment with the business strategy. In efforts to reflect the brand’s newly established mission, vision, values, and positioning, and deepen the connection with our customers, as well increase our product visibility on shelves and online– we decided to rebrand the company.

The rebranding campaign started with a refresh of the company’s logo and tagline. As one of the oldest companies in the fairly new and rapidly growing natural products industry, New Wave was having a bit of an identity crisis when I came on board. They used several brand names, including New Wave, New Wave Enviro, Enviro Products, and Enviro Products by New Wave. The brand name was even mistaken for its tagline, “Choose Earth.”

There was no brand consistency in their external and even internal communications (the different styles of packaging often led consumers to think the Enviro Products on the shelf were made by different companies). Customers were familiar with New Wave, but the company did not own the name: they were only able to trademark “Enviro Products.” For the redesign, the CEO requested that I use both names and keep the earth as the central feature of the logo.

My creative vision for the company started here: I wanted the logo (and the brand) to look and feel more modern and trustworthy. I also changed the tagline from “Choose Earth” to “Use less, live more.”

Project

Branding & Strategy

Client

New Wave Enviro

Before

The two logos made it hard for consumers to understand the brand- was it Choose Earth or New Wave? Moreover, the dark colors of the logos didn’t pop or support New Wave’s positioning as a healthy lifestyle brand. It felt cold and dated.

After

The updated logo explains the relationship between New Wave and Enviro Products. I chose bright colors that referenced health and high-quality to communicate the brand value and I incorporated subtle hand-drawn lines to make it feel human.

Building A Deeper Connection

In efforts to humanize the brand and ultimately build a deeper connection and sense of trust with customers, I completely overhauled the existing photo library and replaced all the heavily photoshopped images with high-quality professional product and lifestyle shots. I also chose to switch up the brand’s color palette–I chose bright colors that had the power to pop off the shelf or screen and connect with consumers (the previous versions were black and grey). The new brand typography was grounded in the updated logo design. I used a modern and affable san-serif font (Verlag) for “Enviro Products” to reflect the simplicity and style of the brand and I paired it with a serif font (Archer) that was approachable, hardworking and trustworthy for the words “by New Wave.”