Nuluv

ART DIRECTION | BRANDING | DESIGN RESEARCH

Line drawings of flowers and leaves in brown and green ink on a beige background.

Nuluv is a handcrafted skincare brand rooted in the Texas Hill Country, offering natural, cruelty-free products made with fresh goat milk from their own Nubian herd. Since 2010, Nuluv has championed sustainability, transparency, and the farm-to-skin ethos.

DESIGNING THE EXPERIENCE
Refresh the Nuluv brand to reflect its values of authenticity, sustainability, and small-batch quality. The visual system needed to elevate the brand’s handcrafted feel, deepen emotional connection with eco-conscious consumers, and highlight the farm-to-skin journey across packaging, digital, and print touchpoints.

WHO WE’RE SPEAKING TO
Consumers seeking honest, nature-forward skincare: especially those who prioritize sustainability, cruelty-free practices, and small-batch artisanal brands.

ART DIRECTION | BRANDING | CAMPAIGN STRATEGY
Alfredo Palacios, Alyssa Jennings, Greta Marney, Somra Shafiq, Spencer Critendon

DESIGN RESEARCH
Alfredo Palacios

COPYWRITING
Alfredo Palacios, Spencer Critendon

PACKAGING
Alfredo Palacios, Spencer Critendon

WEBSITE
Somra Shafiq

SOCIAL MEDIA
Somra Shafiq, Greta Marney

WHY A REBRAND?

Nuluv has a very special selling point that makes them distinct from other handcrafted, local skincare products in the area. By using The Golden Circle framework, we’re able to hone in on this USP (unique selling point) and align the new branding to these core beliefs.

“The neuroscience behind the Golden Circle idea is that humans respond best when messages communicate with the parts of the brain that control emotions, behavior, and decision making.”

—William Meller, “Explaining: The Golden Circle by Simon Sinek”

A circular infographic with inner green and yellow segments and outer blue background, containing pink sticky notes with text about product values, mission, and company beliefs.
A color-coded diagram with three main questions: 'WHAT -- What do we provide?' in a blue box, 'HOW -- What are our strengths? values? What makes us different?' in a yellow box, and 'WHY -- What is our purpose? What do we believe in?' in a green box. Below each question are pink sticky notes with detailed answers attributed to Alfredo Palacios, discussing trust, security, sustainability, transparency, authenticity, purpose, and family values related to their products and business philosophy.

These key aspects start to build a focused brand positioning for Nuluv. With this in mind, we can establish a positioning statement:

“Nuluv provides trust, security, and familiarity through every product. They are different because of their farm-to-skin process. They value authenticity and sustainability through their organic skin care products. Nuluv’s purpose is to provide high quality skin care to those who prefer their products to be cruelty-free, and handcrafted locally.”

The visuals should then emphasize these key aspects of the Nuluv identity.

Business card for Nuluk, a company that sells goat milk products, featuring a beige background, green illustrated goat milk plant, and brown text.
Vintage-style floral background with the phrase "nothin' but luv" in the center.

We decided to play into the playful and nature-based names of the products by integrating botanical illustrations and including colors found out in the wild. Typography is meant to be gentle and inviting (like a Nubian goat!), with a script typeface used for decorative purposes, and a serif used for body copy and important information.

Typography sample with fonts and styles, including bold, cursive, and regular, labeled with font names on a beige textured background.
A vintage-style illustrated color palette with botanical sketches of flowers and leaves, each labeled with a color code and name in different colors.

CREATIVITY IN ACTION

The end result led to a calm, tongue-in-cheek direction that calls attention, effectively communicates Nuluv’s USP and their core values, and helped highlight their authentic process.

A jar of Nuluv herbal mist with a green lid and plant illustration on the label.
Billboard advertisement for goat milk skincare products featuring two goats with the text "healthy skincare starts here" and the website nuluvgoatmilkproducts.com, set against a city skyline and cloudy sky.
Instagram post asking if viewers have joined the Nuluv herd, featuring a red background with illustrated coffee beans and a cow's face at the bottom.
Two bars of Nusulv natural soap with floral illustrations and yellow and cream packaging, labeled 'Rustic Floral' and 'who we are' text.
Three amber-colored bottles with black pump dispensers featuring labels that read 'Nüluv' in a stylized font. The bottles are positioned on a plain gray background, with the middle bottle slightly forward. The labels have different accents: green, yellow, and red, indicating different scents or variants. The labels include names and descriptions such as 'Herbal Mist,' 'Rustic Floral,' and 'Sandalwood Pine,' along with botanical illustrations and the phrase 'nothin' but luv.'
An open cardboard box with a red exterior and heart patterns, containing crumpled white tissue paper, and a message inside the lid that reads "welcome to our herd" and a description of handrafted goat milk skincare products.
A computer screen displaying a website for NuLuv goat milk products, featuring a cartoon image of a goat and text that reads 'nothin' but luv' and a description of cruelty-free goat dairy.