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.
Jeff Yurcisin, Chief Executive Officer of Grove Collaborative, says:
“Earth Month is an opportunity to celebrate the progress we’ve made with our customers and the impact from our values-aligned sustainability partners in moving the consumer products industry away from single-use plastic waste. And when you consider only 5%1 of plastic waste is recycled, and 89% of ocean plastic is single-use plastic, our mission is more critical now than ever before.”
Grove Collaborative discusses its "Beyond Plastic" initative in its recent sustainability report.
A New Hand Soap Design
Grove Co. products have been sold in powdered aluminum packaging since 2020. "The rebrand features elevated fragrance illustrations as the central component, helping to communicate the experiential nature of Grove’s natural origin fragrances," the brand says.
The hand soap and dish soap packaging are "knocked-out negatives of one another," the brand explains, reserving the aluminum-forward version for dish soap and leaning into more color coverage for the hand soap design, which is traditionally a more fragrance-driven category.
"This allows for better differentiation between formats at-shelf while still letting scent unite the assortment overall through design," the brand says.
All new products launched in 2024 and beyond will leverage the new artwork, while all existing product lines will transition to the new packaging throughout the year and as inventory is restocked.
A Streamlined Brand Strategy
In addition, Grove Collaborative is consolidating all owned brand products under the Grove Co. label.
This includes streamlining the current Rooted Beauty personal care brand under Grove Co. while sunsetting the Good Fur, Honu, Peach, Sustain, and Superbloom brands.
