Natuary Brand Strategy

Business Challenge

In a cluttered cleaners market filled with bland design, inconsistent performance, and confusing claims, Natuary faced a core challenge:
How do we build a brand that feels powerful and peaceful—one that re-educates skeptical consumers without overwhelming them?

Key Challenges Included:

• Developing a clearly differentiated market position

• Creating emotional relevance with skeptical, exhausted buyers (especially parents)

• Clarifying how performance and safety can co-exist

What We Did

We led an end-to-end brand strategy sprint for Natuary that included:

• Audience Personas: Defined key audience personas to reflect Natuary’s target spectrum from fiercely protective moms to wellness-savvy early adopters

• Core Tension Definition: Having identified the brand tension we designed the emotional toll of navigating performance vs. safety in cleaning products

• Brand Framework:

  • Brand Archetype

  • Brand Character

  • Personality

  • Functional Benefits

  • Emotional Outcome

• Visual Design Brief: Built a design foundation with playful typography, ingredient transparency, bold type layouts, and warm design details meant to evoke confidence, clarity, and trust

Outcome

Natuary emerged with a category-defining brand strategy that merges clean science, design-forward thinking, and emotional resonance. The work delivered:

• A clear point of view on performance + purity, backed by a distinct audience strategy

• A platform to confidently launch packaging, content, social, and product innovations

• A powerful brand belief.

Natuary now stands as a vibrant challenger brand with the strategy, soul, and substance to disrupt the natural cleaning aisle.