The brand identity framework reinforces Gush’s belief that small everyday actions by individuals can drive big, purposeful global change.
Visually, the aesthetic is both scientific and creative, and exudes positivity, like a breath of good air.
The logo is built of dots that evoke molecules or particles in the air coming together into a larger form—like a globe or community composed of individuals.
The particles extend to a dynamic visual language, where they are integrated into imagery, dispersed in motion graphics, and used to construct data visualizations.
The packaging is sleek, modern and minimal, with a square footprint that is more efficient and made of low-impact materials.