Design Challenge: Communicating Innovation at the Molecular Level
Nanotex was the first company to use “biomimicry” a process to replicate the natural repellency of plant surfaces and animal coats and apply it as a technology to fabrics. Today, Nanotex provides nanotechnology-based textile enhancements to the apparel, home, and commercial/residential interior markets.
For the latest brand iteration, we worked to strengthen and simplify the logo and create a visual system to represent all of the product functions while connecting back to the natural world using a minimal, elegant aesthetic. We looked at the needs of apparel and interior design manufacturers, to create variation and choice with how they can utilize the power of the Nanotex brand expertise.
The visual language consists of rich color-toned nature elements combined with pared-down icons to reinforce the function shared by both.
Nanotex is the hidden quiet power behind many big brands in fashion, home goods, and textiles. When a product contains a Nanotex technology the seal of recognition is that it carries a Nanotex hangtag where it is sold. After communicating with many of Nanotex’s customers, we realized that there were different needs to be met. Within the brand system, we were able to create different levels of visual awareness while retaining consistency. The minimal line is black and white with just a pop of Nanotex green to not compete with some customers’ brands. The Technology line uses vibrant colorways with the same icon architecture to enhance boldly.
