01 — Brand Positioning and Brand Book

Grove Co. was an e-tailer developed brand launched into brick-and-mortar. A flagship web-native brand that found itself in a new environment, unable to rely on so many of the tools that had helped it succeed in the past. Suddenly competing with a set full of established green competitors like Seventh Generation, Method and Mrs. Meyers and even strong private label competitors like Target’s Ever Spring brand, Grove Co. needed a retail glow up. We leaned into the no single use plastic messaging as our most differentiating quality and most compelling consumer-facing issue. I spearheaded the development of the brand's positioning, brand voice and key messages.

02 — Point of Sale

Guided by this new positioning, I infused the new language through all retail point of sale on online environments reinforcing the new brand voice and a more engaging brand feel.

03 — Packaging & Product

I rewrote all on-pack copy for existing products and developed new launch language. I created consistency (and a more engaging personality) for the brand by pulling this messaging through our online assets as well as brand merchandise.

04 — DIELINE Award Application

To celebrate the complete rebrand and relaunch of the Grove Co. line, I authored the company's DIELINE application where Grove Co.’s rebrand rose to the top of more than 1500 entries from 35 countries, earning second place in the Sustainable Packaging category, which highlights innovative design that helps advance environmental objectives while emphasizing the importance of reducing the packaging industry’s ecological footprint.