Traditionally found in niche green stores nationwide Earthwise had produced ecologically friendly products for the environmentally conscious consumer for decades. But the business needed a new strategy for growth that would take its product out of niche shops into the homes of wider New Zealand.
We developed a strategy for growth that repositioned the brand to an (at the time) emerging sustainable mass market. Seeking to grow the market and tell the Earthwise story, we tapped into to the eco-conscious consumer and their family values through the idea of ‘Caring for Your World’ — making a consumer’s wider environmental concerns as personal as the ones in their own home. This idea became the focus for redesigning the entire Earthwise range of products including a new design system and packaging. We supported the rebrand with a revised brand architecture, media kits, and communications strategy.
The new look and distribution potential has seen Earthwise’s founder Tom Robinson see his dream of eco products for everyone become a reality, and has played a critical role in re-classifying and growing the sustainable market in New Zealand.
— Earthwise saw a 1000% increase in sales in the first 24 months of their new brand launch
— Earthwise was the winner of Deloitte’s Fast 50 in 2013