Nutrire

Nutrire is a line of haircare products founded on the principle that healthier hair begins with a nourished scalp. Crafted by Chicago-based powerhouse Mario Tricoci, it offers a highly tailored routine targeting both skin and hair needs. Shampoos address the scalp; conditioners tend to the strand.

I worked with the team at Established to build Nutrire from the ground up. We started with creative concepts, ultimately balancing the formulas’ technical precision with romance through a territory we called “Garden Rhapsody.” My work included product naming, packaging copy, and key messaging for launch, plus a light touch on tone of voice for brand guidelines.

Established’s work on Nutrire received a Gold Pentaward; see more here.