Liloomi is an affordable subscription service of home cleaning essentials (and a small range of personal care) that delivers monthly refills straight to customers’ hands at the click of a button. Liloomi’s product line comes in solid forms such as powders, bars and tablets, thus eliminating the need for packaging liquids– thus eliminating the need for plastic bottles for every single purchase. A starter kit of bottles made of recycled plastic and glass gets a customer going and when it’s time for a refill, top-ups come in sachets small enough to neatly  slide into the postbox in an envelope. Every detail of the product and packaging is carefully, continuously researched and designed to be natural, effective, waste-conscious and safe for the planet, people as well as pets.

For Daniela Marques, Founder and CEO of Liloomi, the branding was “a crucial part of rethinking the established norms in the industry. We knew it had to be bold, differentiated and a source of optimism, energy and empowerment towards a better future."

During the research and discovery process, the insight that stuck was that household chores and issues of sustainability alike concern all of us: from the dull and the mundane to the grim and the scary. The challenge became about imbuing a product at this intersection with equal parts optimism and soundness while building a visual brand that’s vocal, human and joyful to have around chores.

Over the course of the year, we went from establishing the foundational strategy to bringing the brand to life with every little detail required for launch. Liloomi is now shipping all over Germany, with plans to expand globally.