EcoTools

rebrand + campaign | spec work

Our challenge: Known for sustainability and quality, EcoTools has been creating vegan, cruelty-free beauty and self-care products since 2007. While being an established brand, commonly sold in drugstores and major retailers, its presence was lackluster. Sheila and I saw room to make the brand shine brighter and shake up the competition. As an art director and copywriter team, we sought to rebrand EcoTools, for it to make a buzz in the beauty scene and appeal to younger audiences.

Our solution: We shifted the focus of the EcoTools brand identity: instead of focusing on its earth-friendly mission, we emphasized the human, relatable benefits of the products to give it an amped-up persona. We developed a new brand concept statement to focus our art direction and copy around:

“We’re authentic about our products, so you can be authentically you.”

Blending dynamic copy and design, we created a campaign spanning print, digital, OOH and social to interact with beauty fanatics far and wide, increasing awareness and engagement around EcoTools.

COPY: Lauren Oosterinck | CD: Sheila Sczepanik, 2020