Workroom Giving Brands Purpose
25 March 2026
For over 30 years, Norwex has been a leading force in the movement to reduce harmful chemicals in the home, and the pioneer of the microfibre cloth. Since then, the business expanded across many ‘home’ categories including premium, personal care. This was the point at which the brand could not stretch. Repositioning and redefining was needed to reconnect Product, Place and People across more than 300 diverse SKUs.
Our team led the strategic repositioning and creative transformation to meet this challenge. We’re happy to see this journey featured by Abbey Bamford in her article for Creative Boom. The piece explores how we navigated the shift from a ‘functional cleaning story’ to a ‘premium lifestyle identity’. As our Founder, Brigid McMullen, notes: “Norwex already had a rock-solid belief system. Our job was to help express it more concisely, distinctively and memorably… not only in words, but in how it would be experienced and felt across every product and platform.”
Being the “engine room” for this 30-year evolution has been a privilege. Thank you to the team at Creative Boom for a spotlight on this fabulous brand. And to our marvellous client, Norwex, for the vision and trust, and our friends and design collaborators Branding by Garden.
Read the full article here
Workroom Giving Brands Purpose