Clean Cult: Reinventing the Refill Ritual
We’ve been a devout member of the cult of clean since 2022, partnering with US-based cleaning brand Clean Cult as their lead creative agency across everything from positioning, to packaging, to activation.
Becoming initiated
We first teamed up with Clean Cult in the lead-up to their national retail launch at Walmart. And their mission was clear – to build a cult-like following around conscious cleaning by condemning plastic, praising paper, and preaching the benefits of natural formulations. So, we helped them become the spearheads of a refill revolution, positioning their ownable paper eco cartons and refillable glass bottles as essential talismans for a ritual that leaves both homes, and the planet, spotless. It was about creating a brand that people didn’t just buy into, but believed in.
A revelation
But like any brand-building journey, Clean Cult kept listening, learning, and evolving with their consumers. Insights from shoppers found that although they loved the idea of eco-friendly refills, starting with an empty bottle felt like a lot of extra effort. Instead, being able to grab a ready-to-go product was still more appealing.
They also found that scent was an even bigger driver for consumers when shopping the cleaning aisle, than initially thought. So, now with more listings in new retailers on the cards (including Walmart’s rival, Target) the packaging needed to work even harder to communicate the sensorial nature of their products. And with that in mind, they faced a challenge – how could they stay true to their mission, while making the product experience easier and more enticing?
Enter: filled, refillable aluminum bottles.
Sleek, durable, and ready to use right off the shelf, this new format would meet consumers where they are – without compromising on the brand’s sustainability credentials.
This year, now fully initiated into the Clean Cult, they tasked us to refresh their packaging design to hero these aluminum bottles and the heavenly scents inside, while elevating the perception of the brand as a premium sustainable choice.
Scent from the heavens
Our first iteration of the packaging led with the utility of the refill ritual, while the newly established tone of voice and brand world touchpoints created a dogmatic cult that consumers would be compelled to join. Laying these strong foundations helped us set up the brand for future growth, allowing us this time to pivot our approach and put fragrance front and centre by spotlighting each of Clean Cult’s signature scents.
We’ve brought each scent to life through bespoke botanical illustrations, helping consumers instantly distinguish between fragrances, while reinforcing Clean Cult’s commitment to using naturally-derived ingredients. This includes creating illustrations for seven new scents spanning 17 products (and counting) across hand soap, dish soap, and laundry detergent.
Working alongside the brand white and navy blue, the suite of secondary pastel colours now help each scent stand out on shelf, while aiding navigation across ranges, and reflecting the non-toxic nature of each of the formulations. And by maximising the ‘ding’ asset we established in 2023, now when the packs sit side by side they form a bigger version of the shape, creating a bolder, more impactful imprint in store.
The sensorial photography in the brand world now puts Clean Cult’s signature scents right at the heart of the cleaning ritual, while the evocative names, such as Fresh Rain and Water Blossom, and sensorial descriptors transport consumers to a cleaner, more idyllic world.
"Working with Robot Food has been nothing short of transformative for Clean Cult. Their ability to understand our mission, help push boundaries, and stay aligned with our brand ethos has helped elevate us as leaders in sustainable cleaning. Together, we’ve not just built a brand, but a movement! And that’s something I’m incredibly proud of."
Gerardo Mellado
Creative Brand Director, Clean Cult
Looking into the crystal ball
If you’re ever across the pond, you’ll now find Clean Cult products in Walmart, Target, Costco and Whole Foods stores.
We’re so grateful to have had such a strong collaborative partnership with Clean Cult over the last few years as their lead creative agency and have really enjoyed being part of their success and expansion so far. Long may it continue!
It’s always a pleasure to work with clients who trust the process and aren’t afraid to push boundaries to challenge their category. And in this case, bring an unwavering cult-like devotion to everything they do.
We can’t wait to see what they have in store for us in the future. Watch this space.