Nuluv
ART DIRECTION | BRANDING | DESIGN RESEARCH
Nuluv Goat Milk Products offers handcrafted, cruelty-free skincare products made from fresh goat milk sourced directly from their family farm here in the Texas Hill Country. Since 2010, they have been committed to providing natural, high-quality skincare that showcases the love and care for their Nubian goats (the Nuluv herd).
OBJECTIVE
Nuluv is looking to refresh their image, aligning with their values of authenticity, sustainability, and quality. They also aim to enhance their connection with consumers by showcasing their artisanal products and emphasizing the farm-to-skin process that defines their brand.
TARGET AUDIENCE
Consumers seeking natural, cruelty-free alternatives to skincare. This can include those who are Eco-conscious and/or those who are looking for high quality artisanal products.
ART DIRECTION | BRANDING | CAMPAIGN STRATEGY
Alfredo Palacios, Alyssa Jennings, Greta Marney, Somra Shafiq, Spencer Critendon
DESIGN RESEARCH
Alfredo Palacios
COPYWRITING
Alfredo Palacios, Spencer Critendon
PACKAGING
Alfredo Palacios, Spencer Critendon
WEBSITE
Somra Shafiq
SOCIAL MEDIA
Somra Shafiq, Greta Marney
WHY A REBRAND?
Nuluv has a very special selling point that makes them distinct from other handcrafted, local skincare products in the area. By using The Golden Circle framework, we’re able to hone in on this USP (unique selling point) and align the new branding to these core beliefs.
“The neuroscience behind the Golden Circle idea is that humans respond best when messages communicate with the parts of the brain that control emotions, behavior, and decision making.”
—William Meller, “Explaining: The Golden Circle by Simon Sinek”
These key aspects start to build a focused brand positioning for Nuluv. With this in mind, we can establish a positioning statement:
“Nuluv provides trust, security, and familiarity through every product. They are different because of their farm-to-skin process. They value authenticity and sustainability through their organic skin care products. Nuluv’s purpose is to provide high quality skin care to those who prefer their products to be cruelty-free, and handcrafted locally.”
The visuals should then emphasize these key aspects of the Nuluv identity.
We decided to play into the playful and nature-based names of the products by integrating botanical illustrations and including colors found out in the wild. Typography is meant to be gentle and inviting (like a Nubian goat!), with a script typeface used for decorative purposes, and a serif used for body copy and important information.
CREATIVITY IN ACTION
The end result led to a calm, tongue-in-cheek direction that calls attention, effectively communicates Nuluv’s USP and their core values, and helped highlight their farm-to-skin process.
