Case Study: Gush achieves a sustainable, wellness-driven brand identity with Pentagram

Gush launches eco-friendly paint packaging with Pentagram, cutting shipping waste with a square footprint

Gush, a Singapore-based company creating innovative, wellness-focused materials for the built environment, needed a brand identity that reflected its mission of driving purposeful global change through sustainable products like its air-purifying paint. They partnered with the design firm Pentagram to develop a comprehensive brand identity framework that would communicate this vision effectively.

Pentagram developed a brand strategy and visual identity centered on a dynamic logo made of particles, symbolizing community and molecules coming together. The solution included a vibrant visual language, sustainable packaging designed with a square footprint for efficiency, and a new container made of molded paper pulp to reduce environmental impact. The rebrand successfully positioned Gush as a modern, optimistic company, with customer feedback affirming the design as a symbol of commitment to well-being and the environment.

Gush