Evolving Seep’s Brand Proposition & Messaging
The Challenge
Seep, a female-founded, microplastic-free cleaning essentials BCorp (think sponge scourers, cloths, bin bags etc), wanted to update its brand proposition to really meet the needs of its customers and reflect changing concerns about cleaning.
The Work
I gathered and reviewed insights to build a clear picture of what Seep stood for and what mattered most to their customers. It became clear that this was a refresh project rather than a complete brand repositioning, but some important updates were needed to ensure Seep stayed relevant and maintained stand-out (especially in retailers).
The biggest shift was a new brand mission, ‘to wipe away microplastics from cleaning essentials in 10 million homes’, a change from their previous focus on reducing landfill waste. This decision was rooted in customer insight as well as the team’s deep knowledge of cleaning, sustainability and wellness trends. The next step was to really bring their brand essence ‘Feel Good Cleaning’ to life through messaging and tone of voice as well as real, relatable ‘feel good’ cleaning moments the team could build content around.
The Outcome
A brand new mission statement.
A refreshed brand proposition with compelling new messaging and more emotive tone of voice.
Bold new packaging with real on-shelf standout.
I gave the Seep team the framework to bring the new brand to life with a new look and feel (bold colours, new fonts, fresh imagery) designed to make you feel good about cleaning. You can read all about it here.
Seep landed a listing in Waitrose.
"Rebecca has been instrumental in helping us evolve our brand strategy. She is thoughtful, easy to work with and came with the perfect blend of hands-on brand management and strategic advisory support. Plus, she understands challenger brand demands, budgets and pace. I highly recommend her.”
Laura Harnett, Founder, Seep
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