THE BRIEF:

Send the laundry category into a high spin cycle with an innovative new brand built for today’s consumer.

 

 

THE PROBLEM:

Laundry is a mundane chore made worse by the category offering inconvenient solutions and little innovation. Bad for the environment, clunky and awkward to carry home; laundry is lacking excitement and declining as a result. With price the only differentiator, consumers are content to plump with the cheapest option. That being said, convenience has shown to encourage great spend in this category.