THE NUE CO.

ARTICULATING A NEW TYPE OF BEAUTY BRAND, WITH AN IDENTITY AS PURE AS THE PRODUCT. The Nue Co. is a supplements brand that is bridging the gap between science and natural innovation, making products as pure as they are powerful.

Much of the beauty industry trades in beautiful artifice: the appearance of health, the bewitchingly long and alien ingredients list, the persuasive marketing lyricisms. The Nue Co. does the opposite — it stands for inner wellness, simplicity, less ingredients, less design, less noise. We looked for ways to refine their purpose, cultivate trust and make simplicity stand for something.

The Nue Co. is firmly grounded in scientific research, which is important for this product class. But science can feel opaque to the consumer — so we devised a visual language that came from science, but articulated through a lens of storytelling and familiarity, with playful and ownable elements haloing key information. To keep that playfulness elevated, it was embedded in reassuringly clean typography and lines.

At the core of the work were moving poems: where the layout of the words communicated as much as their literal meaning. This enabled us to give customers an immediate and intuitive sense of the product before they’d even got to its description, whilst establishing a playful and surprising visual handwriting.

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Photography also did a lot of heavy lifting — the distinctive black and white portraiture created a tapestry of assets to launch the campaign, with careful use of blurring and clarity to direct consumers to end use, and animations which disassembled, muddled and reassembled photographic fragments to symbolise disordered minds being brought into focus.

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THE NUE CO.

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