Project Brief
Dr. Bronner's challenged us to rethink how single consumers view multi-use products. Since many people assume an all-in-one product can't do everything well, the goal was to shift that mindset and position the 18-in-1 Pure-Castile Soap as a product people would actually be proud to use.
Working alongside a copywriter, I developed a campaign that focused on authentic, everyday routines instead of simply listing all 18 uses. Together, we created a series of bottle labels featuring real individuals and the specific ways they incorporate Dr. Bronner's into their lives—from cleaning makeup brushes and reusable cotton pads to washing pets and tackling household chores. My role was to design the visual concept and bring the storytelling to life through the campaign's creative direction and label designs.
The idea was simple: show that one product can fit seamlessly into different lifestyles without feeling like a compromise.
Goal
My goal was to make Dr. Bronner's versatility feel less overwhelming by pairing different dilution ratios with real people and their everyday habits. Showing the product in action helps consumers understand not just what it can do, but how they might use it themselves.
Social Media Impact
Designed a social media graphic that transforms Dr. Bronner's dilution ratio into engaging, easy-to-understand content. Using authentic lifestyle photography and clear visual hierarchy, the design demonstrates how the product fits naturally into an everyday routine while making product education more approachable.
Activation
I wanted to take the campaign beyond social media and create something people could interact with in their everyday lives. This guerrilla marketing activation uses bold, curiosity-driven messaging to encourage people to scan a QR code and "Find Your Ratio." Once scanned, users are taken to an interactive page where they can discover the right Dr. Bronner's dilution ratio based on how they use the product, whether that's cleaning a yoga mat, washing makeup brushes, or tackling household chores. The goal was to make learning about the product feel quick, engaging, and personal while showing just how versatile one bottle can be. By bringing the experience into public spaces, this activation helps increase brand awareness, encourages real-time engagement, and connects the physical and digital experience in a way that feels authentic to Dr. Bronner's mission.
