Eco 7
Description
Eco7 is a concentrated, multi-purpose cleaning solution designed to replace seven household products with one sustainable system. We developed the brand positioning, campaign platform, and visual direction to communicate simplicity, cost-efficiency, and environmental responsibility in a crowded home care market.
Client
Eco 7
Scope
Brand Positioning / Strategic Reframing / Communication Strategy / Visual Direction
Role
Creative Direction
Challenge
Eco7 is a powerful multi-purpose cleaning concentrate that replaces up to seven specialist cleaners. As the brand moves into a broader B2C market, the challenge was to evolve its sustainability messaging to resonate in a cost-sensitive environment while remaining credible in the face of increasingly specific regulatory requirements.
Solution
Eco7 was repositioned from an eco-led product to a practical system upgrade, one strong, effective cleaner that quietly fixes a broken category.
The strategy shifted message hierarchy from environmental benefits to everyday value, allowing sustainability to become the outcome of a smarter choice rather than a moral demand.
• Reframed Eco7 as a “7-in-1” solution that reduces cost, clutter, and decision fatigue.
• Defined three core audience groups based on behaviour, not ideology.
• Established a clear, anti-establishment point of view that questions category excess.
• Recommended transparent substantiation of claims via QR-linked content
and third-party verification.
• Outlined a clean, confident brand expression that avoids traditional “green” aesthetics to reduce greenwashing risk.
Results
A clear strategic narrative that strengthens Eco7’s relevance in
a competitive category.A messaging framework that supports trust while aligning with evolving
sustainability standards.A flexible communication system designed to support long-term growth.
Contact
Let’s work together
If you’re working on something interesting, I’d love to hear about it.
Louise@keplerstudio.co.za