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Murphy’s Naturals gets a makeover

The brand’s updated look includes a revamped logo and new packaging designs.
murphy's naturals
murphy's naturals

Murphy’s Naturals has announced a major brand refresh.

The brand’s updated look includes a revamped logo and packaging designs inspired by Earth’s palette, featuring shades of green and other colors. The refresh eliminated unnecessary plastics and dyes from Murphy’s Naturals packaging and products to reduce the company’s environmental footprint. 

“Our customers can expect the same great formulas, just with a visual makeover,” said Mackenzie Donegan, director of marketing for Murphy’s Naturals. “By elevating our look, we are not only making our products more visually appealing, but we are also communicating our products’ efficacy more clearly.” 

[Read more: Murphy’s Naturals releases insect repellent kits exclusively at Costco]

Murphy’s Naturals switched the plastic bag that previously held its incense sticks for paper and swapped the silica gel packets in that same product for sustainable natural desiccants. The incense’s food-grade green dye also was removed to reduce the use of unnecessary ingredients 

Now, the brand’s Lemon Eucalyptus Oil Spray comes in bottles containing 50% post-consumer recycled plastic, which represents an increase of 25% PCR. And the company’s Mosquito Repellent Tea Light Candles now come in plastic-free packaging following the removal of a plastic “window."

The change comes at a time when Murphy’s Naturals is experiencing significant retail growth, with shelf presence at national retailers like Walmart, Costco, Target, REI and Whole Foods. 

[Read more: Murphy’s Naturals debuts lemon eucalyptus mosquito, tick repellent

“At Murphy’s Naturals, our mission is bigger than insect repellent; we aim to empower people to venture outdoors worry-free,” said Philip Freeman, founder and CEO of Murphy’s Naturals. “As a Certified B Corporation, it’s important to constantly push ourselves to improve, even when it feels daunting or difficult. Our hope is that this undertaking will signal to consumers that Murphy’s Naturals is here for them and believes in something much bigger than ourselves.”

Murphy’s Naturals worked with Baldwin on brand strategy and The Splinter Group on packaging design for this project. 

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