Everyone Products
Making better-for-you products in a better-for-the-earth way.
Challenge
The Everyone brand is part of the EO products company founded in 1995. Content BK was invited to help in the foundational brand transformation and formation of the brand studio for both EO and Everyone.
The Everyone brand redesign was the business priority with the goal of mass category expansion. With about a decade in the market, the Everyone brand had presence in both the naturals and mass channels but was still a challenger brand and lacked brand appeal, often mistaken for a generic brand.
Solution
It was a priority for the redesign to establish the Everyone brand as high quality, as well as cue its naturalness.
The timeless monochromatic dots and color palette are design elements inspired by modern art and a nod to the founders philosophy of simplicity and approachability. The dot pattern also solved the brand’s desire to communicate scent ingredients without using illustrations.
Results
The Everyone brand redesign is the first complete redesign since its initial launch. The new brand ID and packaging redesign brought a lot of excitement both internally and externally and has influenced the visual language across all touch points. The new design is currently launching across North America at Target, Whole Foods, Walmart, grocery outlets and Amazon.
“In the first year of our new look, we'll avoid using over 700 tons of virgin plastic, and this packaging change is just the first of many plastic reduction initiatives we'll be rolling out over the next 12-24 months. Additionally, our redesigned label better tells our story as a natural brand, indexing on the things we know matter most to those who know and love us, as well as the folks we have yet to meet.”
— Scotty Jacobs