The Norwegian, family-owned brand has revealed its first full rebrand in more than 30 years to breathe new life into its Nordic heritage and purpose-led foundations.
Norwex is a direct-selling company best known for its chemical-free cleaning cloths, yet it has expanded beyond home care into personal care and skincare, all while sharpening its sustainability credentials. So the family-owned business underwent its first full rebrand in its 30-year history to prepare for this significant shift in direction.
Founded on the success of its pioneering Envirocloth, Norwex built a global following by promising effective cleaning with nothing more than cloth and water. At the time, eliminating chemicals and paper waste from everyday cleaning was genuinely radical. Three decades on, however, the market has caught up. The brand’s product range grew to more than 300 SKUs across home, family and personal care.
What started as a packaging refresh quickly became something much bigger. London consultancy The Workroom was brought in to help Norwex clarify its positioning, strengthen trust across its consultant network, and evolve the brand – without losing the values that made it successful in the first place.
Norwex’s products are sold primarily through a vast network of independent consultants, many of them full-time mothers