PROCTER & GAMBLE
Enlightened Clean
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SO FRESH
SO CLEAN

On a mission with the Leading Brand of Everything to develop and prove the validity of a first-to-market cleaning product unlike anything the industry has seen. From whiteboard concepting to branding and packaging to launch, we were hands on, leaving waste, pollution and the same-old-same-old behind.

Learn more about EC30

Square One

Take everyday cleaners and remove the water, fillers, and unnecessary ingredients. All that’s left is a palm-sized swatch of powerful cleaning product. That’s the tiny building block for a new line of home and personal products that reduce water waste and carbon emissions, and utilize biodegradable packaging.
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From The Get Go

While P&G was still developing the product, we got to work bringing the larger idea to life. That meant comprehensive exploration of different designs, use-cases, packaging and branding. Here’s a tiny sample of mockups reflecting some early working concepts and creative solutions.

Evolution 1 — Verso

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Single swatch anti-moisture tearaway encasement
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On-the-go travel pouch for single swatches
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Quantity-based delivery swatches for multiple or single use
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Testing various materials & options for unit packaging
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Travel kit to house multipurpose units

Validated, And Then Some

After the product itself was refined a bit and we landed on design, packaging and messaging, a limited number of units were produced for market testing. To jumpstart visibility and prove market validity, we launched highly-targeted social media and digital marketing campaigns. When we completely shattered all our expectations, we knew DS3 was ready for full production.

Evolution 2 — DS3

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Limited production packaging
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Revealing DS3 Line
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Body wash swatch
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8 unique formulas
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Hand soap swatch
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Innovative Features
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Alternative packaging concept

We Have Liftoff

After the incredibly successful soft-launch, we consolidated early adopter feedback and data reports. We finely tuned the product and packaging, expanded the target demographic, and polished the brand identity. The newly-christened EC30 now fully reflected the innovative spirit of P&G, and was something people really wanted. EC30 was ready for its close up.

Evolution 3 — EC30

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IN THE NEWS

Forget Tide Pods. P&G Bets Water-Free Soap ‘Swatches’ Are the Future.

The Wall Street Journal

How Procter & Gamble is saving water, reducing carbon emissions, and eliminating plastic use one soluble swatch at a time

SynBioBeta

DS3 Clean water-free swatches could be the future of cleaning products

Digital Trends
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