Creating a beauty brand from the ground up.
As the first USDA certified organic brand, Nourish Organic needed to bring a new kind of skincare to market with clarity, credibility, and shelf appeal. Madplum helped launch the brand with strategic positioning, brand identity, package design of 29 products, complete digital expression, trade show booth, point of purchase retail collateral, and celebrity endorsement.
Nourish had a meaningful point of difference. The challenge was making purity feel as desirable as performance.
Nourish was entering a competitive beauty market with a rigorous commitment to organic ingredients and a clear Pledge of Purity. The brand needed to communicate that credibility without feeling clinical or overly earnest. It had to feel trustworthy, beautiful, accessible, and distinctive enough to compete on crowded shelves while supporting an expanding family of products.
Madplum built the brand from the product outward, creating a system designed to express purity and grow with the business.
Madplum developed the identity with a hand-drawn logo and botanical illustrations that balanced the care of a traditional apothecary with the clarity of a modern beauty brand. The work began with 29 packages and expanded across retail signage, sales presentations, trade-show booths, e-commerce, social media, merchandising, and supporting campaign materials. As the relationship continued, Madplum helped extend the system into new product lines and collaborated on product innovation and development, giving Nourish a cohesive foundation that could evolve as the brand reached new customers and markets.
Madplum gave Nourish Organic a distinctive foundation for national growth
Nourish expanded into major retail channels including Whole Foods, Target, Ulta, and QVC while earning recognition across beauty, sustainability, influencer, and national media communities, becoming #1 among Millennials. The brand system gave Nourish a consistent way to show up across packaging, retail, digital, and customer touchpoints while supporting the company through continued product expansion and growth.
“Finding a design firm that can so perfectly marry strategic thinking with outstanding creative is nearly impossible. Madplum’s deep understanding of the strategic challenges facing the brand allowed the creative work to…well, work. But the proof is in the performance.”
