SUSTAINABILITY MADE SIMPLE.
BRANDING MADE MEMORABLE.

Sheets Laundry Club set out to disrupt a legacy industry with something radically different: eco-friendly laundry detergent in plastic-free, pre-measured sheet form. As a challenger brand with bold ambitions, Sheets needed a visual identity and packaging system that not only stood out on the shelf but aligned with its core mission—eliminating single-use plastics from the home.

The Outcome

From day one, we focused on crafting a brand that felt clean, fresh, and future-forward. I led the creative development across every touchpoint:

  • Branding: I developed a flexible visual identity rooted in clarity and approachability—one that could scale from household products to national retail shelves.

  • Packaging Design: The packaging system was designed to be minimal yet punchy, with a strong color palette and typography hierarchy that communicated both sustainability and efficacy. Each SKU had a distinct yet cohesive personality.

  • Content + Copy: I created messaging that was equal parts friendly and informative, balancing sustainability education with a no-nonsense, everyday tone of voice.

  • Photoshoots & Art Direction: I directed and executed multiple photoshoots to produce clean, aspirational content for product pages, ads, and social. Every image told a visual story of sustainable living made simple.

  • Creative Strategy: From unboxing to on-shelf impact, every design decision was intentional—built to earn trust and stand out.

UNUSED BUT UNFORGETTABLE

As Sheets Laundry Club grew from a niche DTC brand to a household name in sustainable home care, the opportunity to evolve their identity into something more iconic, expressive, and retail-ready became clear.

This rebrand concept was created to explore a new direction for Sheets—one that would feel bold, joyful, and unmistakably clean, while retaining the brand’s approachable tone and eco-conscious roots. While this rebrand direction ultimately went unused, the visual language and conceptual thinking continue to inform how Sheets shows up in the world.

The Concept

At the heart of the rebrand was a custom logotype with a simple, subtle twist: the “ee” letterforms form a smile—turning a typographic detail into a symbol of delight. This smile became the brand’s visual signature, extending into packaging, social, and merch.

  • Logo + Visual Identity: A clean wordmark paired with a hidden smile, reflecting the brand’s promise: make laundry feel less like a chore and more like a fresh start.
  • Packaging System: Minimal, structured, and sustainable—using a rich green color palette and embossed line illustrations to nod to nature and cleanliness.
  • Photography Direction: Natural light, clean compositions, and real-life settings helped reinforce the idea that sustainability can be effortless and stylish.
  • Brand World: The identity was designed to stretch across touchpoints—retail boxes, apparel, digital, and lifestyle content—while maintaining consistency and warmth.