I completed this brand development for my Information Design class in Winter 2026. The task was to rebrand Seventh Generation laundry detergent with a creative brief, visual translation, logo, and brand standards.
I designed a rebrand that focuses on simplicity. I wanted to highlight the brand’s message of protecting for seven generations and make sure that was prominent in the logo.
To build the brand I looked online and went into stores to see how other laundry detergents were displayed. I wanted to make something unique and stand out but ensure the environmentally sustainable message was clear.
I built the logo in Illustrator by drawing seven leaves that I then arranged to create a figure-ground layout to highlight a tree from the negative space between the leaves. I enjoyed choosing the colours, typography, and design of the packaging.