Grove Co., Grove Collaborative's flagshift brand, is celebrating Earth Month with a rebranding and repackaging initiative. Grove Co. is unveiling a new identity to enhance its visibility on retail shelves and underscore its commitment to reducing plastic.
Grove Co. says it chose aluminum packaging for its scalability and sustainability. "The packaging highlights the brilliance of brushed aluminum as a symbol of reduced-plastic swaps while also delivering a counter-worthy sustainability badge customers will be proud to showcase," the brand states.