The Brief
Born in 1979, Ecover was a true pioneer, bucking trends and breaking the mould as it sought to change the category and the world for the better. Over the decades the brand has been going from strength to strength, but recently the packaging seemed to have lost its identity and was blending into the fixture. It wasn’t reflecting the true essence of its heritage and pride. We were tasked with reinvigorating Ecover’s warrior spirit.
Our Approach
Our approach was simple. We needed to be honest with Ecover and its heritage. This was a bold & confident brand that did things differently, not blend with the norm.
Gone are the days of Eco-friendly packaging meaning green leaves and hessian textures; we turned these cues on their head by adopting a less is more approach. Under the strategic platform ‘Boldly transparent, defiantly clean’, we rebuilt the brand from the ground up. Ditching category cliches the pared back architecture cut through the clutter of traditional lens flares and fragrance bursts.
We crafted a confident yet familiar brand mark that’s proud of its eco credentials nodding to the flowers that grow on the roof of Ecover’s pioneering carbon neutral factory. To amplify their branding we created a new stacked format and injected a modern and bright colourpalette, in doing so we crafted a bold iconic and flexible system to help Ecover reclaim their position as the original Eco rebels.
