Second Nature

Agency – HarrimanSteel
Brand Identity, Strategy, Product Launch
2021


We rebranded Fairworld Company, a brand that advocates the importance of shopping consciously. By subscribing to their range of sustainable household products, they aimed to reduce waste and avoid consumers making one-off purchases. Shopping consciously becomes Second Nature.

We launched the brand with their first product, a metal razor with replaceable blades.

  • I was responsible with Creative Director Guillaume Furminger, to position the brand and develop its story. I also came up with the brand’s name based on how shopping consciously can be an easy adaptable behavioural change.

  • I came up with the art direction for the product shoot of the razor and replaceable blades. I conceptualised how the razor would look in a home setting and how models interacted with the product.

  • Alongside designer Sylvan Hillebrand who created the identity, I created packaging for the razors replaceable blades.

  • Alongside designer Sylvan Hillebrand, we came up with an initial set of social media posts to help launch the brand and their purpose.

My Roles