Naturalistyka is a young Russian brand of natural shampoos, conditioners, and home cleaners made with care for people and the planet.

Challenge

Create one clear visual style for both cosmetics and cleaning products. Keep the brand consistent, highlight natural ingredients, and make the product easy to understand at first glance on the shelf.

Approach

We used Clever Branding’s simple flow: consumer → brand → retail.
1. Learn what customers want. 2. Build a brand that fits those needs.3. Adapt it to real retail conditions.
This keeps design beautiful and effective—from first look to purchase.

Idea

The concept is about honesty, clarity, and harmony with nature. No over-design, no “greenwashing.” We focused on minimalism, transparency, and a recognizable system.

The name Naturalistyka nods to “naturalists”—people who study and value nature. Visually, we used organic shapes, clean type, and a soft, calm palette to express balance and mindfulness.

Design System

Logo & Typography

Clean, type-led logo with no decorative extras—honest and functional. Works at any size, on pack and in digital and Neutral typography with character: easy to read, supports the brand voice, never distracts from the content.

Packaging & Navigation
Clear colour logic by line:
– Cosmetics: warm, muted tones.
– Cleaners: neutral, cooler tones.

This makes shelf navigation simple across categories.
– Information architecture follows a “nothing extra” rule: ingredients, usage, benefits—presented simply and directly.
– No illustrations—to keep the focus on text and color.

Sustainability
– Mono-material packaging (one type of plastic) to simplify recycling.
– Refill-ready bottles to encourage reuse.

Outcome
A concise, memorable identity that speaks the customer’s language. Naturalistyka feels clear, honest, and transparent—not “just another natural brand,” but a smart, easy choice for everyday life. By working consumer → brand → retail, we aligned audience needs, brand values, and in-store performance—bringing aesthetics and function together. The core message is simple: care starts with simple choices.