Eco-pioneer to global brand
Family-owned global direct sales company Norwex was founded over 30 years ago in Norway, on the power of its pioneering microfiber cloth, a revolutionary, chemical-free cleaning solution. With a particularly strong presence in North America, its current products—from kitchen cloths and pet towels to shampoo—are sold from home by a network of independent consultants, often full-time mums. Daughter of the founder and new CEO Beate Hjeltnes, had ambitious plans to develop personal care and reach new markets and as part of a number of strategic changes, Workroom was commissioned to reposition the Norwex brand for growth.
Reposition to rejuvenate
By 2021 Norwex had a rather chaotic and inconsistent range of over 300 products across multiple categories as well as fierce competition from other eco brands such as Ecover, Honesty Brands, Amway, Arbonne and Tropics, to name a few. To be able to attract new customers such as young mums in their 30s concerned about healthier living, Norwex needed to reframe, refresh and reposition its brand.
Big questions
Repositioning the Norwex brand required us to answer three
fundamental questions:
How do we empower a global network of consultants with a brand they still believe in and are proud to share?
How do we evolve a purpose-driven organisation and elevate it to a premium positioning, without losing its authentic, familial roots?
How do we ensure brand stretch that works from the corporate level, across a diverse product range and appeal equally to employees, consultants and customers?
From ‘radical’ to ‘relatable’
Our global competitor audit, consumer, consultant, employee and partner research proved Norwex’s mission didn’t need total reinvention. The ethos, product quality and efficacy all achieved resounding support. But the brand story and identity needed refinement, sophistication and stretch. A distinctive and ownable brand promise “Live cleaner, safer, better.” distils the mission into a memorable manifesto for every day.
Brand language, identity and packaging all embody the mission and Nordic positioning. Norwex now demonstrates its premium and emotionally resonant positioning with a brand identity system designed to stretch across very different categories and cultures. Clean, contemporary and with a nature-derived, elegant aesthetic, this brand is ready to build on.
A brand to trust and for the future
In a move unthinkable at the start of the program, Norwex launched an all-new skincare range—sourced with natural, Nordic-inspired ingredients and manufactured, designed and sustainably repackaged, in little over 6 months! This was an unprecedented success, providing a burst of energy, pride and momentum within the consultant community. Web and digital channels have already grown exponentially indicating Norwex is now in better shape than ever. And ready for the next generation.
Client
Norwex
Project
Repositioning a Nordic eco-consumer-brand pioneer
Sectors
B2B
Consumer Goods
Disciplines
Brand Architecture
Brand Strategy
Branding
Communications
Competitor Audit
Consumer Research
Copywriting
Digital
Film
Guidelines
Logo Design
Packaging
Visual Identity
