Sustainability Meets Soft Home Goods
Challenge
- Refine customer base with an emphasis on sustainability and social inclusivity.
- Reimagine marketing and digital presence, from email flows to social media, to reflect new brand values.
- A new website to launch the new brand and product line.
- Lead the creative team through this transformation.
- Packaging materials and design for 200+ products.
Strategy
- Join the Responsible Packaging Movement to invest in sustainable packaging practices.
- Collaborate with the factory to source eco-friendly packaging materials and align with sustainability goals.
- Explore our new user persona and design a web experience tailored to that shopping journey.
- Direct photo shoots to capture the essence of our new brand, and showcase the new quality of eco-friendly fabric.
- Redesign all marketing collateral to match the new image and attract the new target consumer.
Demonstrating A Conscious Shift Towards Sustainability + Inclusivity
My role involved overseeing the visual direction of the project across multiple platforms. I worked closely with photographers and designers to ensure that every element — from product photography, to package design, to social media graphics — communicated the brand’s new values of sustainability and inclusivity.
A key part of this process was ensuring that every image and design element resonated with the brand’s eco-conscious and socially inclusive message. This included refining the color palette, choosing sustainable materials for packaging, and establishing a cohesive aesthetic across all marketing materials, making sure it appealed to the target audience's growing demand for responsible brands.
- Art direction
- Photo direction
- Marketing campaigns
- Package design
- Material sourcing
A New Customer Needs A New User Journey
The website was at the core of this rebranding effort. My role was to create an intuitive and visually compelling design that conveyed Berkshire Blanket’s commitment to sustainability and inclusivity while offering a seamless user experience. The design focused on a clean, minimalist layout with accessible navigation, ensuring that the values of the brand were communicated clearly at every touchpoint.
We implemented storytelling techniques to highlight the sustainable sourcing process, while also making sure the website was fully responsive and optimized for e-commerce. The end result was a site that both reflected the brand’s values and provided an engaging, user-friendly shopping experience.
- User journey mapping
- Competitive research
- Design system
- Website design
- UX/UI
Results
Berkshire Revive successfully repositioned itself as a socially responsible and eco-conscious brand. By incorporating sustainable practices in fabric, packaging, and marketing materials, the company gained recognition within the Responsible Packaging Movement and saw positive customer engagement with their redefined brand.
Reflections
Leading this transformation was an incredible challenge, but also an opportunity to deeply impact the brand’s values and customer experience. It was rewarding to see how the team came together to create a cohesive brand identity that not only embraced sustainability but also highlighted social inclusivity.
