Norwex has begun the first large-scale brand review in the company’s history, which will affect both its development strategy and visual appearance. The update became a step toward moving beyond a single core product and shaping a broader understanding of the brand. The project was carried out in collaboration with the London studio The Workroom and reflects a shift from narrow specialization to a multi-layered product system based on environmentally conscious approaches and Nordic everyday culture.
The work started with discussions around packaging but evolved into a broader transformation. As a result, the entire brand logic was rebuilt, and the assortment received a new structure. Products were divided into three directions: Home Care, Family Care, and Personal Care. This structure simplified navigation and the work of consultants, many of whom operate from home in the United States and Canada. Brand communication became clearer and more understandable without additional explanations.
The visual appearance drew on Norwegian roots through a Scandinavian aesthetic. Soft contours and natural tones were incorporated into the design, creating a sense of comfort and practicality. The brand mark is built on smooth lines and allows for multiple interpretations, from botanical motifs to open space.
During the project, the company sought to preserve the core reference points formed over more than three decades. Norwex was one of the first brands to offer cleaning without chemical agents, relying on water and specialized fabrics. Over time, the assortment expanded to several hundred items, and without a structural update, the brand risked losing clarity of perception and the trust of its consultant community.
Detailed information about the new Petticoat Sans typeface and exact color specifications has not yet been disclosed. These elements will become clear as the updated look appears on packaging and across digital channels.
Early feedback indicates increased engagement from both audiences and partners. The rebrand demonstrates Norwex’s ability to preserve its own history while entering new categories without diluting the meanings on which the brand has been built over many years.
