Dropps Unveils Brand Refresh
by Rudy Sanchez on 11/24/2020 | 2 Minute Read
Dropps, the direct-to-consumer household cleaning brand, has evolved its packaging to eliminate unnecessary weight and plastic, reducing the environmental impact of delivering products to consumers. The firm eliminated water from its formulation, reducing carbon emissions, and individually dosing them in biodegradable pouches means less waste, in addition to being more convenient. The packaging is made from cardboard and is sturdy enough to ship without needing an outer mailer box.
This commitment to cutting out the superfluous is what Dropps calls a “No B.S.” attitude, though, in this case, B.S. is short for “Bad Stuff.” Now, the company has unveiled the latest fruit of that drive, with a brand refresh and new packaging that eliminates labels, printing product information directly onto the box. The boxes remain FSC-certified, recyclable, and compostable.
To optimize cubic utilization, they introduced a modular packaging system. Now, Dropps’ family, single, and couple packages occupy the same footprint, empowering sustainable and efficient logistics and warehousing.
According to a press release, Dropps’ mantra—“Eliminate the stupid, elevate the core”—is behind decisions at every level of the company and reflected in the brand refresh, which lifts and highlights the brand’s core values and qualities while streamlining the visual identity. Enlisting the branding expertise of design agency Better, bright blues and greens dominate the new look, a nod to nature, the planet, and Dropps’ sustainability priorities.
A new wordmark incorporates sumptuously curved water drops, and typography is more legible. Yes, it retains all of their brand equity, but it also gives them a more grown-up and distinct presence on the shelf.
“Dropps is remaking cleaning for good. Our purpose is to eliminate the stupid and make life simple—for both people and [the] planet. Shipping jugs of detergent is an example of a stupid,” Jonathan Propper, founder, and CEO of Dropps, said via press release. “We are driven to make it easier for individuals and families to do the right thing by providing everyday products that are both eco-responsible and economical, which, if multiplied across a multitude of individuals and families, can have a measurable impact on the planet."