Household cleaning brand Blueland launched in 2019 as a sustainable alternative to the plastic-bottled, plastic-wrapped, and plastic-infused selection of sprays, soaps, and other solutions cluttering the shelves of the cleaning aisle.
As it rolls out into mainstream retailers, the company recently underwent a rebrand to better compete with the clutter on those shelves, aiming to quickly communicate its unique products to busy shoppers.
During its first four years, Blueland was almost exclusively direct to consumer, said co-founder and CEO Sarah Paiji Yoo. In that era, the goal of packaging was practical: Get the goods to consumers without compromising the product or company values.
