Eco 7
Scope of work
Strategic Pitch & Concept
,
Creative Direction
Industry
FMCG
Challenge
Originally built for the B2B sector, this concentrated cleaning solution replaced seven commercial products with a single sustainable system. Our challenge was to transition the brand into the mainstream B2C market. We developed the new brand positioning, campaign platform, and visual direction to translate industrial efficiency into consumer simplicity and cost-savings.
As the product scaled to everyday shoppers, the strategic hurdle was evolving the sustainability messaging to resonate in a cost-sensitive environment while maintaining ironclad credibility against tightening B2C regulatory requirements.
Solution
The product was repositioned from an eco-led product to a practical system upgrade - one strong, effective cleaner that quietly fixed a broken category.
The strategy shifted the message hierarchy from environmental benefits to everyday value, allowing sustainability to become the outcome of a smarter choice rather than a moral demand.
Reframed the product as a “7-in-1” solution that reduced cost, clutter, and decision fatigue.
Defined three core audience groups based on behavior, not ideology.
Established a clear, anti-establishment point of view that questioned category excess.
Recommended transparent substantiation of claims via QR-linked content and third-party verification.
Outlined a clean, confident brand expression that avoided traditional “green” aesthetics to reduce greenwashing risk.
