Rethinking
what it means to be
Green

hessnatur was founded in 1976 by pioneering environmentalist Heinz Hess — unable to find all natural, organic clothing for his newborn son, he decided to make his own.

While hessnatur continues to appeal to a core group of engaged green customers, their future growth depends on reaching a broader range of consumers for whom green is not a key identity marker.

Working closely with CEO, Wolf Ludge, and their in-house creative team, I developed a new visual grammar for hessnatur, one which would appeal to a more aspirational customer, for whom “organic” means “high quality” as opposed to “save the planet.”