New logo and packaging celebrate the company’s longstanding mission to transform the world into a healthy, sustainable and equitable place for the next seven generations

Vermont Business Magazine Seventh Generation, a household products leader and eco-pioneer, has unveiled a significant brand evolution – the largest in its 34-year history – that celebrates its beliefs in the rights and health of the next seven generations while communicating on the performance of its products. The new logo and visual packaging identity will be rolled out across the company’s product portfolio nationwide in April 2022.

“For more than 30 years, the power of plant science has been at the heart of our brand and is now reflected in how we present ourselves to consumers on shelves and in their homes,” said Alison Writenour, CEO of Seventh. Generation. “As the ‘say-do’ gap in sustainability continues to widen, we saw an opportunity to use a new visual design to better reflect the plant-based formulas in every product on our packaging to provide consumers with the information needed to make healthy and sustainable choices for their homes and families.

Seventh Generation has a long history of providing household products that help people clean and maintain with purpose, and its product packaging has always been a way to educate and empower consumers to make the best decisions for the environment and the family, with the voluntary disclosure of ingredients on the pack. Since its inception, the company has studied the power of plants and has been at the forefront of the industry in sustainable sourcing. It was one of the first companies to introduce recycled paper products and the first to remove phosphates from automatic dishwashing liquids. A founding member of B Corp, Seventh Generation helped set the standard for corporate responsibility and, in the tradition of transparency, the company also publishes annual corporate conscience reports.

“The cleaning category has evolved and grown with us since Seventh Generation first disrupted it more than three decades ago,” said John Moorhead, Chief Marketing Officer of Seventh Generation. “While we know our mission is what brings people to the brand, we also recognized the opportunity to modernize our visual identity and more consistently communicate the effectiveness of our products.”

A recent GlobeScan study found that while nearly half of consumers want to make lifestyle changes to be more environmentally friendly, only 22% of consumers have made these changes in the past year. There is still a lot of work to be done to close this gap, and the new look of the Seventh Generation brand builds on its mission in this regard, supporting future generations, formulating products with renewable plant-based ingredients and promoting climate action.

“At a time when immediate and significant climate action is needed, with the latest IPCC report highlighting the need to reduce emissions of greenhouse gases that are dangerously warming the planet, we know that now is the time to protect human health. future generations,” continued the CEO. Whritenour. “We remain focused on supporting change toward a more equitable future that places high value on human and planetary health, driven by our commitment to climate justice and equity.”

The new logo incorporates seven overlapping leaves, inspired by the next seven generations the brand advocates for. Additionally, graphic elements on the logo and packaging amplify the company’s commitment to natural ingredients – particularly highlighting the plant-based molecular components that determine the effectiveness of its products.

Modern molecular-inspired visuals on a clean white canvas communicate both the botanical and cleansing power of Seventh Generation’s products, revealing the inner workings of ingredients. The leaf design – a staple of the new brand – represents both Seventh Generation’s exceptional green credentials and the brand’s goal of transforming the world into a healthy, sustainable and equitable place.

While corporate and consumer action is important, Seventh Generation recognizes that it must also drive systemic change through strategic advocacy. Knowing a better world for future generations will not come from creating better products alone, Seventh Generation advocates for climate justice and equity and seeks systemic change for a more sustainable and equitable world for all.

Seventh Generation’s in-house creative team worked with Design Bridge’s London office to create its new visual identity.

About the seventh generation
For over 30 years, Seventh Generation’s mission has been to help you protect your world with our effective and environmentally friendly household products. Our products are solutions for the air, surfaces, fabrics, pets and people inside your home, as well as the community and environment outside. Seventh Generation offers a full line of laundry, dish and household cleaners, baby products including Free & Clear diapers, training pants and baby wipes, as well as products made from recycled paper and recycled plastic trash bags, personal care products such as deodorants, body washes and menstrual care. products including certified organic tampons. The company takes its name from the Great Law of the Iroquois Confederacy which states: “In each of our deliberations, we must consider the impact of our decisions on the next seven generations. For more information about Seventh Generation cleaning products, paper, feminine and baby personal care products, to find stores and explore the company’s website, visit www.seventhgeneration.com.

Source: BURLINGTON, Vermont, April 04, 2022 (GLOBE NEWSWIRE) — Seventh Generation