Nox is a swimwear company that creates ethically made swimwear for people who care. By focusing on humane manufacturing, quality design, and sustainable materials, Nox aims to create a community of people that care as much about process as they do about product. Nox is a brand focused on transparency and timeless design, and needed branding that reflected these values.
This case study explores the branding for Nox, including name, logo, brand strategy, positioning and messaging, visual identity, website, and packaging. Nox brand positioning is built around the concept of transparency to convey a modern approach to ethical swimwear. Simple, functional, and informative design allows the brand to connect with a community of like-minded people and celebrate the beauty in darkness.
NOX is the Latin word for night and the Roman translation for Nyx, the primordial goddess of the night. NOX elicits an emotional response and evokes a sense of beauty and darkness, but remains simple, accessible, and easy to remember. This darkness and simplicity is reflected throughout the brand’s identity. The logo for NOX visually echoes the name through its use of clean lines and negative space. The theme of transparency and minimalism are conveyed as the logo uses just enough of each letter to be readable. Typography is set in the contemporary sans serif Roboto, which features the precise lines and efficient use of space reflected in the modern and minimalistic approach to NOX’s design.
A percentage of black may be used to achieve a cool grey color.
Primary Black Logotype
Primary White Logotype
Secondary Black Logotype
Secondary White Logotype
NOX is packaged in a sleek and recyclable cardboard envelope that is both aesthetically appealing and educational. By minimizing waste with an envelope created with minimal resources, the packaging reinforces NOX’s environmentally friendly message. The lack of color captures the dark theme of the brand, while the tone of voice and graphics ensure that the brand remains accessible, friendly, and honest.
For larger orders, NOX products are packaged in a recyclable cardboard box that delivers the same message as its primary packaging. Inside each package, there is an educational card that provides information about who made the product. This card outlines the journey each product takes from concept to consumer.