Herbow was already an existing “startup” when they found us. The task was to create a new label, but we managed to execute a complete rebranding and communication of the product. The original brand was an abbreviation of “HERBAL ORGANIC WORLD”, and since the product was already on the shelves, a name change was not possible. As we uncovered the story behind the product, we found a real treasure: the product developers, a husband and wife team, worked on the development of traditional laundry detergents for major brands, when their third child, Emma, developed severe eczema symptoms, causing her skin to peel off all over her body. The mother discovered that the laundry detergents were the cause of the skin condition. That’s when they turned to soapnuts. However, soapnuts have a bitter taste, so they innovated by changing the structure and mixing it with essential oils. This gave birth to a 100% natural product line. The story was so touching that it inspired the brand identity, the heart-parents-Emma triple iconography in the logo, and the HER-BOW story, where the brand name was broken down into a common noun and the respectful designation of the little girl. This communication campaign and branding were hugely successful among consumers.