Gush
Pentagram
To achieve a truly sustainable future, it is necessary to build circular systems in which products, materials, and the people who use them actively work together to form closed “loops” that recycle and regenerate. Gush is an advanced materials brand that offers breathable, air-purifying paint and other products that promote wellness and sustainability in the built environment. Beyond sprucing up homes, these help to safeguard the planet.
Pentagram has developed a brand identity framework for Gush that reinforces the company’s belief that small everyday actions by individuals can drive big, purposeful global change. The program encompasses brand strategy and messaging that invites consumers to meet the challenge of sustainability, and packaging for the paint that is innovative and eco-friendly.
Branding & Identity, Packaging Design
Partner:
Eddie Opara
Project team:
Jack Collins, Brankica Harvey, Issabella Hindley-Cupper, Ruben Gijselhart, Chauncey Zhang, Justin Zhang, Ruairi Walsh, Dana Reginiano
Collaborators:
Rachel Kash (Brand Strategy), Rebecca Vandesande (Brand Strategy),
Piotr Woronkowicz (Packaging Design), Joseph Toereki (Particle Renderings), Setu Choudhary (Particle Animation), Max Guther (Illustration), Goeun Choi (Packaging Renderings)
At Pentagram, I contributed to the design of Gush’s innovative packaging, where sustainability was at the core. The packaging not only reflects the brand’s commitment to environmentally conscious solutions but also enhances the tactile experience. We focused on materials that were both sustainable and visually striking. The result is a packaging solution that seamlessly blends aesthetics with functionality, while reinforcing Gush's forward-thinking approach to materials and design.
