• Transform magazine
  • July 03, 2022


ROOK/NYC designs new brand identity and packaging for Live Clean

Live Clean 1

Creative agency, ROOK/NYC, developed a new brand identity and packaging for Live Clean, a plant-based ingredients personal care product that aims to celebrate beauty while honouring the earth.


The brief was to refresh the Live Clean brand identity and packaging design system across the full product portfolio to help drive awareness and trial and lift velocities in the US market.

The new logo, which consists of an evolved Live Clean logotype and a water droplet leaf icon, aims to add more weight and authority on shelf. The wordmark, together with the new azure colour palette, reflects the natural plant-based power brought to life in Live Clean’s product range.

"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." says Rydzynski, director of marketing at Live Clean