Ingredients Matter

Agency: Abby Haddican Studio
Strategy & writer: Julie Kucinski
Product photographer: Andi Devon
Location: United States
Project Type: Produced
Client: Ingredients Matter
Product Launch Location: United States
Packaging Contents: Laundry Soap
Packaging Substrate / Materials: Paperboard boxes

Ingredients Matter—a growing consumer brand with distribution online and at Target—asked us to help them relaunch their line of soap-based cleaning products, starting with their bestselling laundry powder. The company had a lot going for it: Ingredients Matter products work better than the big conventional brands and they have greener ingredients than their competitors in the natural cleaning category. But the existing packaging wasn’t communicating efficacy or telling the ingredient story in a compelling way.

We partnered with writer and strategist Julie Kucinski to create a brand that could cut through the clutter on shelf, communicate the benefits of earth-friendly laundry SOAP (yep, it’s different than detergent), and connect with a broad swath of consumers who want earth-friendly products that work hard. The result is a can’t-miss-it design that looks as good in the cleaning aisle as it does in your laundry room, and which literally waves the flag for clean ingredients. Powder to the People!