Household cleaning, paper, and personal care products company Seventh Generation has smartened up its appearance when it comes to how it shows up for consumers on-shelf and in their homes. In April 2022, the company restaged half of its 200-plus SKUs in new packaging as part of the largest brand evolution in the company's 34-year history. The new visual identity, which encompasses all of its touchpoints, including its website, in-store materials, and e-commerce assets, as well as its entire packaging portfolio, was undertaken, says Seventh Generation Art Director of Packaging Tomlynn Biondo, to evolve and modernize the brand logo and connect Seventh Generation's products in a system that was ownable and flexible. "Previously, our brand was severely lacking ownable assets, other than our logo. It was the only element we had that connected our brand presence," Biondo says. "We had too much going on and not enough resonating strongly enough to carry our identity. This was my mission when I started working at Seventh Generation eight years ago: I wanted our portfolio to be unified under a flexible visual system. I wanted to distill down our assets, create a solid brand book, and give more ownership and responsibility to the internal Creative Team."
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