From DTC darling to retail distribution: rebranding Molly’s Suds
Molly’s Suds, an all natural cleaning products line, needed help in redefining their positioning and refreshing their look and feel in a way that would have retailers jumping to take the DTC success in store. We knew that at the end of the day, what people want from their laundry detergent is simple: they want it to work. Our goal: to make consumers feel like a laundry superhero, getting the clothes clean without harsh chemicals or compromising function.
Strategy
Packaging System
Visual Identity
Brand Merch
Digital Assets
SCOPE
The first evolutionary step from a design standpoint was to lean into efficacy and really make the brand feel the powerful punch nature can provide. The burst cues efficacy and creates a heroic visual statement on shelf, while the leaves root us in nature. The leaves also provide a home for key efficacy and natural differentiators, creating the perfect balance between strength and purity. Our black and white is complemented with bright bold colors that help with shoppability and bring joy into the brand world.
Once the base was set, we extended the system into additional SKUs. When products had added performance functionality, we amplified our color and pattern with additional texture. When we launched into dish soap, we traded our power burst for a sudsy bubble center icon, allowing our grounding plant device to have many natural blossoms.
The off pack experience explores a more whimsical world where the focus is less on doing the laundry and more about the freedom you get when you do the laundry cleanly. Illustrations and bursts begin to develop a visual language that extends from the website through social and digital display.
