Berkeley Green

Context
Walk down any household aisle and almost everything claims to be “green” or “natural.” When every label says the same thing, the words stop meaning anything. Berkeley Green was different. Its products are backed by scientific research, held to rigorous testing standards and made with real social responsibility. But its brand wasn’t telling that story. The company set out to set a new standard for safety, efficacy and design in a traditional category of cleaning and household products. To do that, it needed to win over two very different generations of household decision-makers, from millennials to boomers.

Approach
Bartlett Creative started with a brand audit and category research, then repositioned Berkeley Green around trust. Not just green, but proven. The messaging put the company’s vision and values up front: reliable products, backed by science and made responsibly. The biggest visual move was color. We added a blue family to the palette, a nod to the EPA’s highest standard of product testing, and used it to give the brand a bold, confident packaging system. It feels approachable on the shelf and stands out at retail and point of sale, in a sea of muted greens. An animated logo and tag carried the identity into digital and social, and the system extended across website design, campaigns and prototyped packaging. The result is a brand that’s honest about its mission and willing to take bold creative risks to stand out.