VSA Offers Fresh Take on Sustainable Branding With Seventh Generation Reimagining

Aug. 01, 2025

VSA Partners, a leading strategy and creative agency, has unveiled a hypothetical rebranding of Seventh Generation, the eco-cleaning brand known for its sustainability-first approach. 

This project is part of Design4Better, VSA’s creative space where top talent reimagines iconic brands not for clients or pitches, but for the pure joy of design. For this project, the focus was on the way sustainability brands market themselves and how a more direct approach could lead more consumers to sustainable brands.   

Pete Barnett, the designer behind the concept said:

“Sustainability brands often default to soft color palettes, leafy logos and language that urges consumers to ‘do less harm. We’re asking a question we haven’t seen come up in the marketplace: ‘What if sustainable cleaning felt like the strongest choice, not just the kindest?’”

 

VSA Partners decided to lean into a bolder, more assertive identity—one that’s built to stand out from the crowded shelves while staying true to the brand’s values. The redesign goes beyond the logo, extending into packaging that feels more visually commanding and messaging that promises results. 

Since launching earlier this year, Design4Better has opened a new pathway for creativity to flow at VSA: no briefs, no business goals—just instinct, craft and a chance to explore what branding could be when creatives are given total freedom. Previous redesigns have taken on brands like Delta Air Lines, SoccerBible and Dick’s Sporting Goods.

Visitors can explore the full Seventh Generation concept at design4better.co/seventh-generation or browse the full gallery at design4better.co.