Household cleaning brand Grove Collaborative has always been on a mission to provide more sustainable options to folks, including using alternatives to plastic packaging.
Grove Co., the company’s flagship owned brand, recently announced a rebrand highlighting the use of aluminum packaging. Instead of completely powder coating the new bottles, Grove’s latest packaging design exposes shiny, brushed aluminum.
“Consumers have long associated aluminum with elements like freshness and temperature based on the material’s use in specific products like soda cans and hairspray bottles—but it was the industry that created that expectation and consumer behavior,” said Lucy Leahy, general manager of owned brands at Grove Collaborative. “Aluminum isn’t a totally foreign material to today’s consumer. Still, it isn’t synonymous with sustainability despite being the most sustainable packaging material available on the market today, highlighting the need for education to continue building an eco-friendly identity for aluminum.”
