Strategic redesign built to improve consideration and drive selection for hero SKU.
Earthkind entered the project with strong mission equity but open questions around how its existing brand assets could work harder at shelf. The challenge was to explore how different strategic design directions, using the current branding, could better communicate performance, application, and value on a single hero SKU.
The updated packaging design direction refined the previous execution through clearer hierarchy, stronger cues of effectiveness, and more intuitive communication at shelf. That improvement translated directly to behavior, delivering a nearly 3× lift in purchase intent during consumer testing.
