Nutrire

Nutrire is a line of haircare products founded on the principle that healthier hair begins with a healthier scalp. Crafted by Chicago-based powerhouse Mario Tricoci, it offers a highly tailored routine targeting skin and hair needs. I worked with the team at Established NYC to build Nutrire from the ground up. We started with creative concepts, balancing the formulas’ technical precision with romance through a territory called “Garden Rhapsody,” before digging into product naming, packaging copy, and key messaging for launch, plus a light touch on tone of voice. The brand received a 2024 Gold Pentaward; see more about the work here.

Work: Creative concepts • product naming • pack copy • verbal identity • key messaging