Seventh Generation®
Seventh Generation is a household name in homecare products. Seventh Generation entrusted Studio PKG to create a visual brand language to align their product packaging with their brand identity. The result was an iconic design which propelled Seventh Generation’s business; growing their product line to a family of over 20 products and establishing them as a household name.
The Objective – Refresh the Look
Facing increasing pressure from national competitors, Seventh Generation needed a product line redesign that reflected their brand’s commitment to sustainability, distinguished their packaging from competitors, and had a fresh, modern look.
Our Approach – Establishing a Signature
Studio PKG’s team of industrial designers defined Seventh Generation’s leaf as the primary design element to carry across the product line. Seventh Generation’s leaf line and natural curves would ultimately serve as their defining characteristic within the industry.

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