Blueland
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Not just clean. Mom-clean.
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Blueland ✦ Not just clean. Mom-clean. ✦
The Problem
Many household cleaners promise a spotless home while quietly filling it—and the planet—with microplastics, harsh chemicals, and single-use plastic.
This realization hit Sarah Paiji Yoo when she became a mom, leading her to create Blueland—a plastic-free, non-toxic alternative. As the brand grew, it needed a clear, evergreen platform to guide what came next.
The Solve
We helped Blueland claim a higher standard of clean—one that goes beyond surfaces and speaks to care, responsibility, and impact. The platform tied product innovation back to the human insight at the heart of the brand and rolled out with a full 360 launch on Earth Day.
What I Did
Strategy & brand positioning, Brand platform, Creative direction, Design
