Homethings

In a category drowning in single-use plastic and tired tropes, Homethings set out to do something braver: sell the idea of refilling and make it feel powerful. Our challenge was to turn an “empty bottle” into a compelling first purchase, educating shoppers while sparking belief in a whole new way to clean.

We built a bold, challenger identity designed to be noticed, with fearless colour, playful iconography and an irreverent tone that puts the refill revolution front and centre. The result is packaging that doesn’t whisper about sustainability, it rallies you to it. A mission-led, shelf-stopping system that gives people permission to ditch plastic and feel good doing it

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