In their own words
Naked Sprout is a great business already, and they have a really loyal following, but their ambitions are huge, and it was clear to us the name was holding them back.
We thought we have to deal with the elephant in the room. There's no point ignoring it as it will never go away.
The traditional category has spent years convincing us that white is better, but the truth is it's not.
The goal was to bring greater intention, uniqueness and meaning to every touchpoint, giving the business a scalable system that not only elevated the brand but also made the complex world of mortgages clearer and more accessible to more people.
Within the halo, the subtle 'R' adds distinctiveness and memorability, staying true to Rocket's heritage while giving the mark a stronger sense of pride and purpose.
This shift makes the brand more relatable and ensures Rocket is seen not only as a mortgage provider but also as a passionate advocate for homeownership.
Articles & interviews
- "Naked Paper Rebrand: Embracing Sustainability with Unbleached Bamboo Toilet Roll"
Creative studio Otherway has rebranded Naked Sprout as Naked Paper, embracing the natural brown of unbleached paper to challenge the dominance of white toilet rolls. The new identity uses minimal typography, earthy tones, and a witty, factual tone of voice to position sustainability as desirable and premium. The project reframes brown as a symbol of honesty and quality, aligning with the brand’s mission to reduce environmental impact.
- Rocket Unveils Emotional Brand Rebrand by Otherway
Creative Boom reports on Otherway’s rebrand of Detroit-based fintech Rocket, aiming to transform the company from a transactional mortgage provider into a more human, emotionally resonant brand. The new identity refines Rocket’s existing logo and color palette, introduces bespoke typefaces, and emphasizes authentic photography to connect with real homeowners. The project reflects a broader shift toward warmth, inclusivity, and accessibility in financial branding.