NBD is a cleaning brand that takes a more natural approach to household chores with mostly plant-based ingredients and more sustainable packaging. The P&G brand was also focused on millennials but took a different approach in developing the product line, with Jessica Stoll, then an innovation designer with Proctor & Gamble, taking the helm and onto social media to ask consumers what they wanted in a cleaning product line via the Instagram account @nbdclean.

The name NBD is inspired by texting slang, shorthand for “No Big Deal,” and the packaging not only appeals to millennials’ sustainability sensibilities, but it also has a visual aesthetic presentation that comes ‘gram-ready. NBD’s Eco-Box uses half the plastic of conventional laundry detergents, and their bottles get made with recycled plastic. The grid-like layout of bright geometric illustrations, themselves seemingly glyph-like and inspired by emojis, strike a millennial chord the way old-timey sailor tattoos and avocado toast do. The minimal color palette and straightforward style, along with the grid-like layout, fit Instagram like a glove.