Grove Collaborative Launches Grove Co. Rebrand with New Ready-to-Use Assortment in Beautifully Sustainable Aluminum Packaging - Seite 2

1https://www.greenpeace.org/usa/news/new-greenpeace-report-plastic-recy ...
²https://www.unep.org/news-and-stories/story/single-use-plastic-has-rea ...

Grove Co. Brand Updates & Initiatives

Grove Collaborative is sharing several updates related to its flagship brand, Grove Co., as part of a multi-phase effort for the brand to own the space of beautiful sustainability and earn a place in more customers’ carts and homes. Grove Co. is poised to be the first brand to marry industry-leading packaging innovation that helps consumers reduce their reliance on single-used plastic while delivering efficacious, delightful cleaning experiences that natural shoppers have come to expect.

Grove Co. Rebrand

Grove Collaborative today is unveiling a refreshed identity for the Grove Co. brand, aiming to enhance its visibility on retail shelves and underscore its commitment to reducing plastic. At the heart of the rebrand is the emphasis on Grove Co.'s material selection, particularly aluminum, chosen for its scalability and sustainability. The packaging highlights the brilliance of brushed aluminum as a symbol of reduced-plastic swaps while also delivering a counterworthy sustainability badge customers will be proud to showcase. Grove Co. products have been sold in powdered aluminum packaging since 2020, leveraging the infinitely recyclable material to help customers go Beyond Plastic with their consumer products.

On the design itself, the rebrand features elevated fragrance illustrations as the central component, helping to communicate the experiential nature of Grove’s natural origin fragrances. Dish soap and hand soap packaging are knocked-out negatives of one another, reserving the aluminum-forward version for dish soap — a more efficacy-driven category — and leaning into more color coverage on hand soap — 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.

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.

Brand Strategy

In an effort to focus resources on bringing the most innovative products to market, 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. This update aims to simplify the experience for customers and further build Grove Collaborative’s owned product offering under a single brand.