Willow & Greene
Making rustic eco products feel powerful
Background:
Willow and Green is a Philadelphia based DTC brand selling eco friendly kitchen cleaning products. Founded by a British owner, the company blends a European mindset for sustainability with practical products for busy American families.
Challenge
Their audience of moms cared about eco friendly choices but doubted that gentle products could handle real family messes. Willow and Green needed brand positioning and content that proved their cleaners were both natural and genuinely powerful.
01
Mapped the core tension between eco values and heavy duty cleaning needs for busy moms.
Process
We started with positioning, not posts. We clarified how the brand spoke to eco minded moms, then built a visual system around rustic, earthy product photography and in use lifestyle content that showed real moms tackling real kitchen messes.
02
Refined brand language to center strength, nature, and real family life in every message.
03
Designed rustic, earthy visual direction that made the products feel grounded and premium.
04
Shot product photography that focused on in use scenes rather than staged studio layouts.
05
Built content formats and campaigns that highlighted eco ingredients and visible cleaning power.
Solution
We repositioned Willow and Green around the idea that eco can be strong. With in use photography, rustic visuals, and clear copy, we proved these plant based cleaners could handle kid messes while staying kind to home and planet.