Redefining laundry for the user and the planet.

Born good partnered with Lucid in a strategic capacity right from its inception. The journey began as far back as identifying the market opportunity through research and interviews. And continued into identifying product possibilities, fragrances, all aspects of the brand, the end products and the experience.

When creating a brand name, we looked to convey the purity, honesty and legitimacy of a new soul: in total harmony with nature and the planet. Hence, Born Good.

This special, first-of-its-kind, 72% bio-based detergent needed to be showcased beautifully in a bottle which customers would be proud to hold onto and reuse. Keeping the brand values in mind, we designed custom transparent PET packaging which is readily recyclable and extremely durable.

We developed the packaging system that would have a minimal carbon footprint and be the easiest to recycle in India. With the packaging labels we wanted to visually represent the journey to a pristine unspoiled location which the user anyway experiences through the fragrance. A transparent label was designed to go with this bottle with the liquid in the bottle forming the sky above the landscape that describes the fragrance of the detergent. Clever details can be seen all around, like the “Time to Refill” text at the bottom of the label that only becomes visible once the liquid is below a certain level.

The bottle with its rounded triangular cross-section fits in the hand extremely comfortably and is easy to handle due to its lower volume. As the bottle was meant to be purchased only once, we designed refill packs that consumed significantly lesser quantities of plastic.

As an extension of the product experience, the website was designed and developed to not just sell detergent, but to add another layer of transparency to the brand with details of all the ingredients that go into the product, and also what we’ve chosen to keep out. Engaging advice columns and ambassador stories ensures continuous engagement.