Seventh Generation

CLIENT :

Seventh Generation

AGENCY :

Mother NY

Seventh Generation needed a rebranded that shifted the idea in peopl'e’s minds that eco friendly green cleaning brands are soft and weak compared to their chemical cousins.

Subverting the tropes of green cleaning products, we told stories of only the power of “nature nature” can clean the mess that “human nature” leaves behind.

This refresh included a strategic overhaul, film, print, a new visual library, and new brand guidelines.

(Full disclosure: we helped to win the pitch, concept the films and art direct the new visual world and initiated production, and the wonderful team at Mother NY pushed the project over the finish line.)