Brand identity, art direction, packaging system, rollout strategy, tradeshow

Earth Friendly Products started selling plant-based household products fifty years ago. While still a leader in the space, the family-owned business now faces competition from all sides. To survive in this new marketplace, the brand needed to overhaul the visual and verbal expression for a new breed of eco-savvy and budget-minded customers.

Completed while design director at MetaDesign. Designers: Brady Boyle, Nadia Skovorodneva. Brand strategy and messaging: Molly Lind. Rollout strategy: Susan Weingarten. Client services: Jessica Sloan

High Angle View Of Man Surfing In SeaHigh Angle View Of Man Surfing In Sea

"We set out to develop a deeper, more emotional story for our consumers by updating the look and feel of all of our products and rebranding all of our packaging under ECOS, the internationally recognized award-winning green laundry detergent. I am so proud of the new packaging and the way it reflects the powerful attributes of our products.” 

— Kelly Vlahakis-Hanks, CEO of Earth Friendly Products