Active Ingredient

When we met Vaska, their super-effective, all natural “herbatergents” already enjoyed wide industrial distribution, including the 1,000-thread-count demands of five star hotels. Our task: to make green laundry detergents irresistible to mainstream shoppers.

Through extensive consumer research, we struck the balance between eco and efficacy, expressing Vaska’s dual message in a way that appeals to laundry aficionados everywhere. The brand launched successfully at Target within its first year, and their product line continues to grow.

/i/casestudy/vaska/brand_Vaska_main1.jpg|image|vaska_main1
Initially, we explored bags as a delivery mechanism, but consumer feedback quickly revealed that Americans like their tough bottles. With surfactants posing other material challenges, the best solution turned out to be recyclable food-grade plastic (HDPE). Ultimately, we created an iconic circular handle for an innovative and elegant shelf presence.
/i/casestudy/vaska/brand_Vaska_main2.jpg|image|vaska_main2
The bottle speaks for itself: an unforgettable silhouette, easily recyclable material, and visuals that embody the brand concepts of pure, strong and natural.
/i/casestudy/vaska/brand_Vaska_main3.jpg|image|vaska_main3
When our research revealed that 90% of a detergent’s carbon footprint comes from heating water during wash cycles, we directed our efforts toward changing habits with a simple tip about cold-water washing.
mov/brand_vaska_main4.swf|swf|vaska_main4
Please upgrade your Flash Player
[ Roll over movie to pause ] Material studies included bags, Tetra Pak, aluminum and a variety of plastics.
/i/casestudy/vaska/brand_Vaska_main5.jpg|image|vaska_main5
Bright, bold orange conveys the power of Vaska's cleaning powder.
mov/brand_Vaska_main6/vaska_site.swf|swf|vaska_main6
Please upgrade your Flash Player
The key active ingredient in Vaska’s formula is entirely natural: lavender. The homepage celebrates it, while the buzzing bees allude to healthy ecosystems and a healthy home.

  • Mohawk Fine Papers_ Get in the Loop

  • Abundance Found_ Empowering Partnership

  • Vaska Natural Detergents_ Active Ingredient

  • The Living Principles_ Creative Action

  • California Wine Institute_ Global Appeal

  • BSR_ Illuminating a Global Network

  • Frameline Film Festival_ Think Pink & Beyond

  • Yerba Buena_ Neighborhood Intersections

  • HERproject_ Keeping Business Healthy

  • GreenBiz Group_ Thriving Ecosystem

  • Tools for Peace_ Tools for Growth

  • Peace Cereal_ Abundant Goodness

  • Dagoba Chocolate_ Taste Exploration

  • k.d. lang_ Recollection

  • Hello, New._ Campaign Trail

  • Scharffen Berger_ Adventures in Chocolate

  • Compostmodern_ Planting the seeds

  • Denver Public Schools_ Reading Rockets

  • Dockers_ Not Your Dad's Pants

  • SF Health Department_ Crystal Mess

  • Avaya_ Communication Without Boundaries

  • Dockers_ Cut from the Original Cloth

  • Nyne_ Forward Fashion

  • PepsiCo_ Philosophical Differences

  • Rearden Commerce_ The Anti-Dot-Com

  • Charles Chocolate_ One Very Hot Chocolate

  • Janus_ Get there. Invented here.

  • Target_ A Dose of Surrealism and Whimsy

  • Target_ Works of Art that Work

  • Janus TV_ Research brought to life

  • Michael Austin_ The Power of Personality

  • BACtrack_ A Breath of Fresh Air

  • Target_ Clutter Cutter