identity design and concept development for smpl

Why overcomplicate cleaning? Nobody wants to fight dirt in the home with toxic chemicals. smpl makes effective and safe cleaning products from as few ingredients as possible—and always natural. They had an idea and wanted to get it to market so I developed an identity system that highlighted their unique sales proposition. What other cleaning products out there are truly made from three or less ingredients. We combined the right messaging, with simple and vibrant packaging, bundled in kits accompanied by DIY recipes, and the brand was ready to take off.