Live Clean

Agency: ROOK/NYC
Creative Partner: Mark Christou
Managing Partner: Rebecca Thomas Christou
Lead Designer: Mark Christou
Photography Credit: Tony Pierre
Location: United States
Project Type: Produced
Client: Live Clean
Product Launch Location: United States
Packaging Contents: Personal Care Products
Packaging Substrate / Materials: Plastic
Printing Process: Digital Printing

Founded in 2007 in Canada, Live Clean was created with a simple vision: To make living clean simple and joyful with high-performance personal care products that celebrate beauty while honoring the earth. Live Clean harnesses the natural power of plant-based ingredients to create gentle and effective products that are good for you, your home and the environment.

Live Clean sought out Independent Full-Service Creative Agency, ROOK/NYC, with a brief to refresh the brand identity and packaging design system across the full product portfolio to help drive awareness and trial – and lift velocities in the US market.

“This was our 4th partnership with Hain Celestial, having worked on the Bearitos, Dream and Sensible Portions brands in the past, and it was great to partner with the team on Live Clean to really drive home the idea of natural power through a bold icon and simple, yet beautiful, visual hierarchy. Paring back the amount of communication on the front of the package allowed for a bolder, more striking design that really celebrates the natural ingredients.” – Mark Christou, Founder & Creative Partner, ROOK/NYC

ROOK/NYC set out to completely reimagine the Live Clean brand logo while maintaining a simple, clean and consistent ‘brand block’ look and feel across the entire multi-category portfolio and dialing-up their natural, plant-based positioning.

“The new design helped us show retailers that we were updating the brand to streamline the consumer’s shopping experience by highlighting claims and benefits we know shoppers look for when they are trying to navigate the shelf for more natural offerings.” – John Rydzynski, Director of Marketing, Live Clean

Live Clean’s brand refresh launched in Q2 of 2021 in the US.