Ingredients Matter Brings Powder To The People (It's Laundry Detergent, OK?)

by Rudy Sanchez on 02/08/2021 | 2 Minute Read

Ingredients Matter is a brand of natural cleansers that is soap-based and more effective than detergent. But they started to feel that the existing branding and packaging wasn’t telling its story in a captivating way.

The cleaning company's products are made from natural ingredients and are free from dyes, synthetic or petroleum-based chemicals; since rinse water goes back into the environment, that means that the cleansers used also come along for the ride. They wanted to make that message central to the brand's core, the kind of product that literally stands on its own soapbox.

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Abby Haddican Studio partnered with Julie Kucinski to give Ingredients Matter a shelf appeal that will grab consumers looking for more eco-friendly and natural cleansers. The redesign comes as the brand experiences continued success, which has led to increased distribution and a starring role at retailer Target.

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Editorial photograph
Editorial photograph

The packaging cuts out the fuss and uses bright colors and exceptional typography to be eye-catching in the store—it even has a retro-signage appeal. The logo cleverly incorporates the brand name and mission to make cleaner products by putting them on a flag.

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With one simple graphical element, the new branding communicates the product name and the company philosophy—hell, it's even the logo. Even the execution stays true to Ingredients Matter’s ethos by cutting out the superfluous.

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