nookary: Giving ‘house-proud’ a whole new meaning
SOCIAL / MARKETING
BRAND / MARKETING STRATEGY
COPYWRITING
ART DIRECTION + DESIGN
PHOTOGRAPHY
nookary started life as a curated range of ethical and sustainable household items before founder Jacqueline developed her own range of eco friendly, probiotic, refillable cleaning products. The new range offers homeowners a less impactful way of cleaning their homes without compromising on effectiveness.
When we started working with nookary the brand was in its infancy with a minimal social media presence and a lack of clarity around who the brand was for and why they should care. Jacqueline came to us for support with growing the brand on social media but it was important for us to go back to the fundamentals and make sure we were building on strong foundations. We worked with Jacqueline to define the brand’s core messaging and establish a visual identity that would resonate with nookary’s target audience.
our strategy
There are two key elements that define the nookary brand: impact and effectiveness. The existing, curated range of products had been chosen specifically for their functionality and eco credentials, and the new cleaning range was developed on the same principles.
The phrase ‘house-proud’ has always referred to the aesthetics/cleanliness of a home but it’s quite an old fashioned saying so we decided it was time for a rebrand. nookary is about taking pride in your home but it’s not about looks, it’s about impact. In order to get that message across, we decided to use this phrase that was already well known and flip it on its head in order to grab attention and spark curiosity.
Following research, we also learned that the reason a lot of people don’t want to move to eco-friendly cleaning products is the fact they don’t think they’ll work as well as their chemical-filled counterparts. So when it came to crafting refills messaging we knew we had to deal with that objection straight away. When it comes to eco-friendly alternatives it’s easy to assume that ‘eco’ needs to be the leading message, but when it comes to functional products, it’s not always that simple.
All messaging and content was therefore designed to reflect effectiveness first and impact second.
79%
Increase in new site users
40,000+
Weekly reach
51%
Increase in time spent on site
83%
Decrease in cost per purchase
