Currently, extra consideration is being paid to sustainability and wellness, with many new merchandise addressing the atmosphere and our private well-being. Whereas plastic-free packaging and probiotics are definitely a begin, there are important alternatives to enhance our planet and ourselves that aren’t instantly evident to most of us. 

For instance, most of us spend most of our time indoors, particularly within the winter. We work inside after which clock out, promptly leaving to spend the remainder of the day in our properties. Nevertheless, our cleansing merchandise, furnishings, and electronics launch a kind of pollutant known as Risky Natural Compounds (VOCs) into the air indoors. VOCs can trigger a wide range of brief and long-term well being results, together with complications, fatigue, and even most cancers. Some forms of VOCs are additionally greenhouse gases that contribute to international warming.

Singapore-based Gush manufactures a model of paint that isn’t solely VOC-free but in addition passively rids the air of those compounds. Gush just lately reached out to the gifted of us at Pentagram to refresh its model, creating an id reinforcing the notion that people taking small actions, like selecting a purifying paint, can collectively drive significant change.

“Gush wished to have way more consideration than they at the moment have, and over time, probably even break into the US market,” stated Eddie Opara, lead Pentagram associate on the Gush model refresh venture. “The notion was very homogenous; listed below are a loving and pleasant household, smiling faces, stunning colours, and that is Gush. Nicely, that is not telling me something.” 

“Gush wished us to show who they are surely,” he added. “And that was essential. They’re unconventional.”

The Gush model refresh makes use of a molecule theme, a nod to the science behind its paints and the notion that people making small adjustments, reminiscent of selecting air-purifying paint over standard paint, can collectively make a extra important optimistic influence. The person spheres within the emblem collect collectively in bigger shapes, and the intense neon shade palette is evocative of their paint and offers Gush’s model id a cheerful, uplifting character balanced with heat, impartial tones.

The molecular motif additionally seems within the model typography by using ABC Digicam, which options round mild traps in its letterforms. They steadiness this utilizing Reckless Neue, with copy set in GT America.

The wordmark additionally balances science with humanity. An outsized lowercase “g” feels snug and approachable and is balanced with an architectural uppercase “H,” with the condensed “us” within the center serving as one other refined reference to the better group and the way our particular person selections can collectively uplift us all.

Creating air-purifying paint is a major innovation in itself. Nonetheless, the Pentagram group went additional, reimagining how paint is packaged and making a extra sustainable various, enlisting the assistance of business designer Piotr Woronkowicz.

Gush’s new container will get made utilizing molded fiber. The skin is dotted with an embossed bubble sample, including texture and reinforcing the core visible id. The 2-piece outer package deal opens to disclose a biodegradable acetate bag containing the paint, which additionally has a flat backside, permitting it to take a seat up. 

The outer fiber packaging may even function a paint tray, a nifty intelligent trick on the a part of the model that provides the packaging a second life. The bag can be simpler to pour and keep away from spills over standard paint cans.

“The paint can hasn’t modified for the reason that nineteenth century when Sherman Williams patented it in 1877,” Eddie says. “It hasn’t actually modified in any respect. It is actually easy, and there is nothing improper with it aside from the quantity of spillage. Nevertheless it’s actually nice for transportation and containment of liquids and harmful noxious gases. We approached the packaging design based mostly on who they’re and their particular values. The packaging is a part of the enterprise mannequin and their model positioning; that was exceedingly vital. It wanted to be very transformative in its assemble. Creating this absolutely recyclable system that’s additionally actually practical, is difficult. Nevertheless it’s exceedingly rewarding and totally different. It places Gush in a specific place the place you may see they are a totally different sort of firm. It turns into a model product that’s iconic and identifiable.”

Pentagram’s refresh of Gush is enticing and modern, but it surely additionally injects a hearty dose of humanity into the branding. Gush’s model id balances speaking the science of its merchandise with the corporate’s mission to enhance indoor environments and people who dwell inside them.