CHALLENGE. The client approached us with the task of creating a brand for eco-friendly and safe household chemicals aimed at the modern, conscious consumer.

STRATEGY. The eco-friendly chemicals market is rapidly growing, allowing new brands to avoid direct competition with major players. We saw the potential to create our own niche—one offering honest, technologically advanced, and accessible ecology. The product had strong core characteristics:
• natural vegetable oils;
• absence of phosphates and aggressive components;
• unique microgranule technology, which took 10 years to develop.

When developing the value proposition, we focused on an audience that carefully examines ingredients, understands the impact of chemicals on health and the environment, and seeks products with proven safety. This is how the "Constant of Purity" concept was born—an idea that combines simple, natural ingredients and modern technology, time-tested and proven by generations. ECAGRAM offers products that are honest in their composition, effectiveness, and environmental friendliness. Complex formulas are replaced with natural oils, and their effectiveness is ensured by deep scientific technology.

DESIGN. It was important for us to convey the product's simplicity and technological approach without the clichés of the "green" category. Therefore, we chose a discreet visual system with abstract, flexible graphics. Design features:
• Flexible graphics change shape and color depending on the SKU, and in the children's line, they transform into friendly animals – this makes the shelf lively and diverse.
• Emphasis on ingredients: the main "Free from" attributes are displayed at the front to immediately answer the audience's key question – "What's inside?"
• Honest communication: on the back, a comparison chart of the ingredients of regular powders and Ecogram products is included. This builds trust and demonstrates the brand's transparency.