Seventh Generation
Brand Identity · Packaging · Campaign
MFA Project
A rebranding exploration for Seventh Generation, focused on creating a more unique expression of the brand's interest in natural ingredients and sustainability.
I developed a new identity system, packaging direction, and supporting campaign. A Monstera-inspired graphic motif and bold color palette create the visual language here.
After many iterations, I decided to go with a Monstera leaf. I toyed with different typefaces, angles, and scales to try to achieve the right balance.
The final logo made use of overlapping letters onto the Monstera leaf to connect both elements of the logo.
Early iterations
Final iterations
This is the first draft of the accompanying ad campaign. The images weren’t quite right, and the posters needed more information about the products and better balance.
In the final versions, I added product images and a color band at the bottom to create a parallel to the packaging design.
