The Swiss retailer Migros launched its sustainable cleaning and washing line long before conscious consumption entered the mainstream. Under the name Migros Plus, the brand was an early pioneer, but it needed to be repositioned and brought back to where it began: confidently serving a responsible, forward-thinking audience with products that are 100% natural yet uncompromising in performance, delivered in next-generation sustainable packaging.

The first step was creating a new brand name that communicates purpose with ease and is instantly understood by consumers from all linguistic backgrounds — essential in trilingual Switzerland. The new name needed to feel intuitive, modern, and aligned with the values the brand embodies.

From there, we built a visual language anchored in a bold brand colour and a straightforward, striking logotype. The aim was to appeal to a broader target group through two core design principles. The first was a modern, fresh, unmistakable aesthetic that aligns the brand with the young but rapidly growing category of sustainable cleaning products, while still communicating efficiency and performance. The second was the introduction of hyper-transparent, well-organised product information placed at the centre of every pack. This approach not only delivers essential details at a glance but also signals honesty, clarity, and a sense of openness that consumers increasingly expect from responsible brands.

To support navigation across the range, we paired this with a clear variety and benefit colour-coding system, making the product lineup intuitive and easy to understand. The chosen green brand colour reflects the naturalness of the formulas, and a minty, fresh shade dramatically boosts shelf visibility while reinforcing the brand’s contemporary character.

Nature Clean represents a new chapter in cleaning and washing — one where transparency and honesty meet real, proven efficiency. The brand seeks to make conscious consumption accessible, relevant, and desirable for a wider audience, positioning sustainability not as a niche choice but as the new, inspiring standard.