Enviroplus
Shifting a product-based commercial cleaning company into a purposeful brand that inspires positive action.
Brand Voice UX Planning Content Design
Agency: Juicebox
Strategist: Amy Burns
Creative Director: Adam Oliver, Anthony Nankervis
Brand Designer: Michael Boag
UX Designer: Kate MacKenzie
The brief
Enviroplus supplies innovative plant-based and biodegradable cleaning products for medium-large businesses and cleaning contractors.
The company aimed to become a leader in the commercial green cleaning sector and expand its market share.
The challenge was to reposition Enviroplus from a product-focused business to a purpose-led brand.
We needed to influence key decision-makers (C-suites) to consider greener cleaning as a serious topic, while also appealing to cleaning contractors who were using traditional cleaning products.
The strategy
ESG is a hot topic in corporate circles, but taking real, measurable action is difficult for time-poor executives.
This strategic insight fueled our creative work. We would align Enviroplus with ESG objectives.
We decided to centre our strategy on encouraging C-suites to see that switching to a greener, healthier cleaning product would contribute to their overall ESG strategy and improve the perception of their business.
The persona
With “positive change” as our purpose, we developed the brand personality of “The Conscious Influencer” to guide brand development. This persona has a strong sense of responsibility and advocates for the collective good, which appeals to purpose-led execs.
The tagline
I wanted to encapsulate the functional benefits, the literal act of cleaning, and the environmental benefits of “cleaner” ingredients in a single phrase. “Clean Change” represents the act of switching to a more effective cleaning product and making small changes towards a “cleaner” (lower toxic) future.
The tone
I created a confident and insightful tone to communicate ESG insights, empowering the audience to make conscious decisions that positively impact the environment. Brand words: Positive, Change, Action, Inspire, Better, Future, Impact, Healthier, Greener, Cleaner, Together.
“We go beyond cleaning products by providing accessible education and helpful tools to make ESG easy to understand and implement. Enviroplus is part of a movement. We are inspiring positive action and making a clean change together.”
Meet Eden
We pushed the Enviroplus personality and voice further with “Eden”, an environmental advocate and champion for clean change. A supportive presence that guides the audience to engage with Enviroplus and take positive action.
Eden doesn’t have a “face” or a “body”, but they show up with a distinct tone of voice and recognisable visuals in interactive ways across multiple brand touchpoints.
UX planning
We had three objectives for the Enviroplus digital experience:
Demonstrate how products provide a greener, more effective clean than traditional options.
Build a narrative around sustainable cleaning to support ESG goals.
Provide accessible education and helpful tools to make ESG easier to understand and implement.
Based on the key audience (C-suites, contractors, and cleaners), we developed three pillars to inform user journeys:
ESG
Products
Education
These pillars helped us design a website that is more than a sales tool, but an educational hub with a higher purpose.
Building brand awareness
Enviroplus make ESG easier to implement by helping businesses clean greener, clean healthier and clean better.
Instead of just having a product page, we designed four key pages:
Clean smarter (Easy ESG)
Clean greener (Environmental impact)
Clean healthier (Healthier workplaces)
Clean better (Effective cleaning)
These pages highlight the key benefits of the products, educate the audience on the impact of cleaning, and help build brand awareness.
The content guides users to the next benefit, with the ultimate goal of encouraging them to sign up for a free trial.
Purposeful content
With their new mission to “empower organisations with accessible ESG insights”, Enviroplus needed a website that educated and inspired action.
Mission page: We designed a dedicated Mission page that showcases how Enviroplus goes beyond cleaning to do good.
Eden's World: Eden breaks down complex ESG topics into actionable insights, making ESG and sustainable cleaning accessible.
Eden interactions
We developed a tech-led visual representation of “Eden” — the voice of Enviroplus — who shows up in the supporting visual system as if in constant conversation.
Eden talks through chat messaging, launched just as the AI revolution was becoming part of the public consciousness.
Eden guides users through the site with linked arrows and educates through speech bubbles.
Eden educates the audience with “speech bubbles” sprinkled throughout the user journey.
Eden converts through “Get Started”, opening up a customised chat to encourage trial sign-up.
