SEVENTH GENERATION
LIVING HOME
CREATIVE PLATFORM
MY FOCUS: Concepting, Creative Direction, Copywriting
STUDIO: Jager Di Paola Kemp Design
The evolved creative platform for Seventh Generation was presented in the form of a two-part hinged book entitled Inspiration and Foundation. Inspiration contained the brand’s seven maxims for guiding internal culture as well as brand and product development. Foundation contained our recommended brand look and feel—color palette, typography, imaging and illustration style—along with the brand concept “We believe in a living home.” Living Home came to life through a brand film, brand catalog, packaging, retail, web, print, and tradeshow environment.
LIVING HOME
BRAND FILM
MY FOCUS: Concepting, Creative Direction, Script
STUDIO: Jager Di Paola Kemp Design
Bringing our “Living Home” brand concept to life through the magic of M-O-T-I-O-N oooooooh.
TAKE GOOD CARE
CONCEPT BOOK
MY FOCUS: Concepting, Copywriting, Tagline
STUDIO: Jager Di Paola Kemp Design
Seventh Generation’s first creative platform process focused on repositioning the brand from a serious brand that spoke exclusively to the darkest green consumers to an open and inviting brand that welcomed all. The proposed tagline—Take Good Care—is a conversational yet meaningful and versatile line for the brand. Seventh Generation’s safe and effective products allow all of us to take good care of ourselves and the people and places that matter most.
BRAND CATALOG
MY FOCUS: Concepting, Creative Direction, Copywriting
STUDIO: Jager Di Paola Kemp Design
The brand catalog we produced replaced all of the collateral Seventh Generation would’ve produced that year. It had to cover several key stories: the launch of the brand concept (Living Home), the launch of new scents in the household product category (including details on the scent compositions and process along with background on the scent designer, Eva-Marie Lind), editorial content from the brand’s leadership, detailed product write-ups and more. The result is a substantial yet thoughtfully produced piece that helped transform Seventh Generation into a more modern and accessible brand.
