A moment of calm in the chaos

The idea for Natural State was born during the pandemic. As the world shut down and anxiety was on the rise, we were briefed with creating a luxury personal care brand. The strategy was simple: what if we could take the elevated experience of department stores into grocery? And at the same time, could we create a brand that helps you feel calm? The end result is Natural State. A brand focused on mindful moments throughout the day. Little experiences of self-care. A longer shower, the rushing water of washing your hands, lighting a candle to signify the day’s over. The result was real commercial success. Incremental revenue, growing market share for the parent organisation and a strong brand platform for the future.