Spruce
WHAT WE DID
Brand identity, narrative, verbal identity, packaging, copywriting for website, packaging and OOH.
HOW IT WENT
Spruce started as an online retailer and was able to launch straight into Whole Foods in 2023. It continues to grow as a D2C subscription brand.
The Challenge
In a world of greenwashing and nasty chemicals, Spruce offers the real deal. Natural, refillable cleaning with no single-use plastics, no shipped water and no funky chemicals. Our challenge was to cut through the noise and show affluent consumers what makes Spruce different, without compromising on elegance and beauty. After all, if you're keeping a bottle forever – you want it to look good.
The Approach
Before launching into Whole Foods, Spruce started life as an online subscription. We developed a brand identity and voice that balances honest elegance with a dash of wit and zero preaching. Packaging was kept clean, simple and elegant – reflecting Spruce's mission and consumers' desire to have a cleaning product that looks beautiful on their counters.
The Outcome
Spruce started out online and quickly built a loyal following. And in 2023, they launched into Whole Foods.
