Better Life Cleaners
Rebrand, Packaging Copy, Messaging Hierarchy & Marketing Claim Development
Between 2025 and 2026, the Better Life brand of cleaners was experience a groundswell of support on “cleantok”. It was being adopted and championed as the cleaner of choice by a loyal group of parents (pet and human) and families who care about its naturally derived cleaning power.
The Challenge
Better Life’s label and branding had grown stagnant, and it wasn’t ready for retail. With opportunities to claim store shelves in places like Wholefoods, Target, and Walmart — our task was to elevate the brand, develop a new messaging system, and convey its value to an audience that cares deeply about a “cleaner clean”.
This work built on the voice and tone work established by my incredible colleague, Charlotte Seley.
Small Copy, Big Change
Updating Better Life's messaging came down to the ingredients. What the natural ones were. How they worked. And how they can co-exist with the small share of synthesized ones, without losing our “natural” edge. The answer was "A Better Blend" — a simple, trademark-able name for the formula. Together with the tagline "Clean with Confidence" and the back-label explainer "The Chemistry of Clean," it anchored a single message: simple, transparent ingredients for a more powerful clean.
Check out the labels below, including a brief exploration of the thought process (part of the initial pitch deck to sell the “winning” concept). Note: Due to the wide nature of labels, these galleries are best viewed on desktop.
“Go ahead, let them play on the floor”
Fall 2026 “Re-Launch Vignettes”
With the packaging copy, tagline, and messaging foundation established for Better Life, the next step was to tell the brand story.
This hinged on a series of vignettes (yet to be produced) — brief slices of life — written and shot to tell a messy but relatable story about a cleaner way to clean.
I wrote what seems like countless versions of these vignettes, paired with some (quicky) AI-generated overviews, storyboards, and shotlists to easily hand-off to our production team.
Check out the concepts below.
