Liloomi is an affordable subscription service of home cleaning supplies (and a limited range of personal care) that is delivered straight to the customers’ hands at the click of a button. The system is simple: a starter kit of bottles that are made of recycled plastic or glass, and paper refill sachets for top-ups that can neatly slide into your postbox. Every detail of the physical products has been carefully researched and designed to be natural, effective, waste-conscious and safe for the planet, people as well as pets.

The insight that struck us was that sustainability and household chores alike concern all of us: the grim and the scary, the dull and the mundane. The challenge was to imbue a product at this intersection with equal parts optimism and reliability while building a visual brand that’s vocal, human and joyful to be around. 

Together with the founder of Liloomi, I crafted the brand strategy and brought the idea to life with visual identity, packaging, art direction, website design, collaterals and photography.