Cove

Australia’s first reusable cleaning brand in national grocery

Cove began with simple maths - only 9% of plastic actually gets recycled. The cleaning aisle is one of the biggest culprits, with bottle after bottle of hard-to-recycle packaging ending up in landfill.

We developed the Cove brand from the inside-out. The strategy was simple: most cleaning ends up in the bin, so design something people actually want to keep and feel proud to display.

With sleek aluminium bottles, minimalist branding and a simple pouch system for refilling, Cove made immediate cut-through and is one of the most successful reusable cleaning brands ever developed.

SERVICES
Naming
Brand strategy
Brand identity and visual design
Packaging design
Consumer testing and validation
Cove
Cove
Cove

The razor strategy

Buy it once, use it again and again. Salt shakers, razor handles, water bottles. There is nothing novel about reuse, it’s a normal behaviour across many categories. But in cleaning, it was abstract.

Changing behaviour is one of the most challenging marketing briefs. We focused on understanding the underlying psychology, why do people keep some things and throw out others?

In the end, beautiful branding and higher quality materials gives the object more value and aligns to our innate discomfort around waste. We made the brand feel valuable and in turn, it became valuable.

Cove
Cove
Cove
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OUR WORK

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Zuum
Zuum
Packaging Optimsation
Youfoodz
Youfoodz
Packaging Architecture & Refresh
MNML
MNML
Packaging refresh
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