The Effect of Packaging Design for Eco-Conscious ... - Tate Ragland

GREEN WORKS
■ Established in 2008
■ Subsidiary brand of Clorox
BRAND STATEMENT:
We learned there was a great deal of interest in natural
cleaning products but that there were four big issues in the way:
1 When people tried natural cleaners, they were often
disappointed – they found natural cleaners didn’t work as well as
conventional cleaners;
2 Worse, natural cleaners were expensive, sometimes with
a price premium of 100 percent compared to regular cleaners;
3 On top of that, natural cleaners were hard find, available mostly
in specialty stores or perhaps online;
4 And people weren’t sure about all of the new brands they were
seeing. Could they trust them