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Ingredients Matter had a lot going for it: their products work as well as the big conventional brands and they have greener ingredients than their competitors in the natural cleaning category. But the existing packaging wasn’t communicating efficacy or telling the ingredient story in a compelling way.
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Ingredients Matter is powdered soap, not liquid detergent. We leaned hard on this core point-of-difference and built our messaging around it, drawing on the visual language of signage and protest to develop a can’t-miss-it brand and packaging system.
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Brand strategy: positioning, narrative, voice, point-of-view
Brand and packaging design
Before
The brand’s original packaging left a lot to be desired, and the supporting copy was emotionless and focused more on what the company didn’t do (use chemicals like ethoxylates and sulfates) than what the product could do.
We ditched the science speak and used the ample box real estate to wave the flag for eco-friendly ingredients and hardworking formulations.
