CASE STUDY
SUSTAINABLE E-COMMERCE

This case study highlights the comprehensive branding and marketing strategy developed for Greenargen, a sustainable home care brand focused on reducing plastic waste through refillable cleaning products. Our approach encompassed brand identity creation, a Shopify-based e-commerce platform, influencer marketing, and digital advertising. We implemented a brandless design to emphasize sustainability over traditional branding and developed a mission and vision centered on mindful consumption and eco-friendly solutions. To enhance credibility and community engagement, we recommended and facilitated a strategic partnership with the Surfrider Foundation, reinforcing Greenargen’s environmental commitment.

Additionally, we designed a subscription model to drive continuous engagement and retention, supported by a content and influencer marketing strategy that leveraged social media, blogs, and user-generated content. To maximize reach and conversion, we executed a targeted Google Ads campaign, ensuring visibility among eco-conscious consumers. This study encapsulates Greenargen’s commitment to sustainability and the successful execution of a marketing strategy that positioned the brand as a leader in eco-friendly cleaning solutions.

CHALLENGE:

Launching a new brand in a competitive eco-products market.
Creating a recognizable identity while embracing a brandless philosophy.
Driving direct-to-consumer sales and subscriptions.
Building trust and engagement with a sustainability-driven audience.

OUR SOLUTION:

Developed a brand identity using Century Gothic, minimalist iconography, and a natural color palette.
Built a Shopify website integrating subscription tools, product education, and SEO-optimized blog content.
Designed an automated email onboarding and education flow tailored to product use and sustainability goals.
Implemented a social media strategy focused on community, tutorials, and environmental impact.
Launched influencer partnerships and multi-channel paid ads (Google & Meta) targeting zero-waste shoppers.
Collaborated with the Surfrider Foundation to reinforce environmental credibility.

BRAND DEVELOPMENT

Greenargen, is using a brandless design to communicate their commitment to sustainability and environmental preservation. The brandless design allows the company to keep the focus on their mission of sustainability, rather than on building a strong brand image, which aligns with their goal of continuously sourcing environmentally friendly products and building a sustainable business. One of the main advantages of Century Gothic is its legibility. The font is designed to be easy to read, even at small sizes, making it a good choice for body text in digital or print materials.

ICONOGRAPHY

Greenargen’s iconography consists of simple, nature-inspired symbols aligned with the refillable, waste-free concept. Key iconography includes circular arrows representing sustainability and the cycle of reuse, water droplets symbolizing eco-conscious cleaning solutions, leaves reinforcing the brand’s natural, plant-based approach, and refill symbols visually conveying the brand’s commitment to refillable packaging. These elements are seamlessly integrated into packaging, marketing materials, and the e-commerce platform to create a unified and visually compelling brand identity.

LOGO

Clear Space

Color variants

COLOR PALETTE

The Greenargen color palette was designed to reflect the brand’s core values of sustainability, simplicity, and modernity. The dominant hues include Forest Green for growth and renewal, Sustainable Green for freshness and cleanliness, Mint Green for calm and balance, Ocean Blue for purity and connection to water conservation, and Vibrant Orange as a contrasting accent to highlight key messaging. This curated palette ensures that all brand materials from packaging to digital platforms visually communicate commitment to an eco-friendly lifestyle.

TYPOGRAPHY

Century Gothic was chosen as the primary typeface to reinforce core values of sustainability and modern innovation. This sans-serif font is not only sleek and contemporary but also eco-friendly, as it uses less ink than many traditional fonts, making it an environmentally conscious choice for printed materials. Its geometric, minimalist design reflects modernity, aligning seamlessly with a forward-thinking identity.

Beyond aesthetics, Century Gothic offers exceptional readability due to its balanced proportions and open letterforms, ensuring clarity across both digital and print applications. This makes it an ideal choice for branding, presentations, and marketing materials. Its consistency enhances user experience across all platforms, from website headings and call-to-action elements to brochures, reports, and social media graphics. By integrating Century Gothic across brand touchpoints, it reinforces a commitment to sustainability while maintaining a polished, accessible, and professional visual presence.

BRAND VOICE

Greenargen’s brand voice is educational, empowering, and action-oriented. It speaks to eco-conscious consumers who want to make a difference by reducing plastic waste and switching to sustainable alternatives. The messaging is clear, informative, and inspiring, positioning Greenargen as a trusted guide in the eco-friendly movement.

VISION AND MISSION

As part of our strategy, we crafted Greenargen’s mission to create a more sustainable world by rethinking the way we consume products. This mission reflects the brand’s commitment to reducing plastic waste and encouraging mindful consumption. We also identified a key opportunity for Greenargen to align itself with an established environmental organization.

We recommended and facilitated a partnership with the Surfrider Foundation, a nonprofit dedicated to protecting oceans and reducing plastic pollution. This collaboration not only strengthened Greenargen’s credibility but also reinforced its commitment to sustainability through charitable contributions and community engagement.

PRODUCT BRANDING

Greenargen embraces a “brandless” design philosophy to keep the focus on sustainability rather than commercial branding. The visual identity is built around Century Gothic Font, chosen for its clarity and modern appeal, and a minimalist logo, a combination of a leaf and the letter “G” to symbolize eco-conscious living. The earthy color palette, a mix of green and neutral tones, emphasizes nature and sustainability, ensuring a clean and eco-friendly aesthetic.

EMAIL MARKETING STRATEGY

WELCOME AUTOMATION

As we launch Greenargen, we will welcome new subscribers by introducing the brand and its mission and values. We will also announce the launch of our two new products – Laundry Sheet and Multi-Surface Cleaner.

EDUCATION AUTOMATION

We will build automations for each product purchased that teaches them how to use it. The emails will highlight the benefits of using eco-friendly cleaning products and refillable containers, and encourage subscribers to try the products and join the movement towards a more sustainable future.

DROP EMAILS

This email campaign is designed to promote the launch of Greenargen’s future products. This email campaign is designed to keep subscribers informed and excited about Greenargen’s upcoming product launches. By signing up for the email list, subscribers will be among the first to know about new products and be able to take advantage of special offers. This campaign will help Greenargen to build anticipation and excitement for future products and drive sales.

SUBSCRIPTION AUTOMATION

This email campaign is designed to encourage subscribers to sign up for Greenargen’s subscription service for refills by highlighting the convenience and benefits of the subscription service, such as never running out of cleaning products, and being able to continuously support sustainability.

WEBSITE DEVELOPMENT

The website for Greenargen was developed on Shopify to support the brand’s direct-to-consumer model and its subscription-based sales approach. The site serves as both an educational hub and an e-commerce platform, designed to reflect the brand’s mission of reducing plastic waste and promoting mindful consumption. Product pages were thoughtfully structured to include ingredient transparency, usage instructions, and sustainability benefits, empowering customers to make informed, eco-conscious choices.

A blog and content-rich sections featuring infographics and videos were integrated throughout the site, offering visitors practical tips on sustainable cleaning practices and product tutorials. The design aesthetic supports the brand’s “brandless” philosophy—leaning on clean layouts, minimalist iconography, and natural tones to emphasize the eco-friendly mission. This balance of form and function allows Greenargen to communicate its values while driving conversion and loyalty.

While Greenargen doesn’t rely on traditional booking tools, the site was developed with an advanced subscription integration to serve as the digital backbone of the business. Shopify apps were configured to allow customers to subscribe to refill bundles with flexible delivery options. These tools also manage inventory, automate recurring orders, and streamline payment processing—ensuring a seamless experience for both users and the operations team.

The website also supports product onboarding through automated email flows triggered by each purchase. These flows educate customers on product use, highlight sustainability impact, and encourage participation in the brand’s mission. With integrated analytics, the system also supports ongoing optimization by tracking customer behavior and subscription engagement over time.

The Greenargen website was designed with a long-term growth strategy in mind—one that fuses education, automation, and community engagement. Shopify was chosen for its flexibility and ability to support a scaling product line, along with robust integrations for payment processing, fulfillment, and marketing.

From the beginning, the strategy emphasized content-driven conversion, combining SEO-optimized product pages with blog posts, tutorials, and a product knowledge base. User-generated content and influencer collaborations were also prioritized, with interactive elements like giveaways and sustainability challenges baked into the site experience. Every aspect of the design—from typography to color palette—was curated to reinforce trust, reduce friction, and make the transition to sustainable products feel simple and rewarding. This foundation ensures Greenargen can grow its impact while building a loyal and values-aligned customer base.

CONTENT MARKETING

The content strategy is designed to educate and engage consumers through blog articles, infographics, and videos that highlight the impact of sustainable cleaning solutions. Community involvement is encouraged through influencer collaborations, user-generated content, and interactive campaigns such as giveaways and sustainability challenges. By integrating educational resources with digital marketing efforts, the brand aims to inspire sustainable living while driving customer interest and sales.

CAMPAIGN CONTENT

Join the movement campaign focused on the sort of impact you can create by using eco-friendly refillable products. This content highlights the environmental impact of current consumer trends and how switching to our products can help build a more sustainable world.

To do this we will develop a series of blog posts with impactful images that illustrate the environmental impact of current consumer trends and how using our products can help create a more sustainable world. These images will include statistics and facts to support the message.

The content will highlight the impact of single-use plastics, and the benefits of using refillable and sustainable products. We will use data, facts, and real-life examples to make the case for switching to Greenargen. This content strategy allows us to promote your brand’s mission and values and will help build a community of like-minded individuals who share your commitment to sustainability.

SOCIAL MEDIA STRATEGY

Social media efforts focus on community engagement and education through interactive content, including product tutorials, eco-friendly cleaning tips, and sustainability challenges. A product knowledge base is integrated into content to provide consumers with clear usage instructions, ingredient insights, and safety guidelines. Consistent social media and email campaigns amplify this content, creating excitement around new product launches while reinforcing brand trust.

PRODUCT CONTENT

We will generate buzz around product drops in order to generate interest and gain subscribers by distributing content marketing. This includes Tips and Resources that highlights general best practices for cleaning and a product knowledge base that includes best practices for using our products. We will use social media and email marketing campaigns to share this content and create excitement around new product launches.

TIPS AND RESOURCES

Cleaning tips and resources that highlight general best practices for cleaning, as well as tips for using your products effectively.

PRODUCT KNOWLEDGE BASE

Information about products, including instructions for use, ingredients, and safety. This will help customers make informed purchasing decisions and feel confident using our products.

INFLUENCER MARKETING

A key component of the marketing strategy is influencer partnerships with sustainability-focused content creators. These influencers produce sponsored content such as unboxing videos, tutorials, and product reviews to showcase the benefits of eco-friendly cleaning solutions. Beyond traditional influencer posts, collaborations extend to blog content, infographics, and live social media takeovers that further educate audiences. To boost visibility, high-performing influencer content is repurposed into paid advertising campaigns, maximizing engagement and conversion potential.

Beyond traditional influencer posts, collaborations with influencers will extend to educational content such as blog posts, infographics, and videos that provide in-depth information on sustainable cleaning solutions and waste reduction. To further increase engagement, influencer takeovers will be hosted, allowing influencers to share their personal experiences with the products on social media. Additionally, giveaways and contests will be organized in partnership with influencers to boost visibility and interaction. To maximize the reach of this content, paid advertising will be used by boosting influencer posts and turning high-performing content into ads. The effectiveness of the campaign will be measured through key performance metrics, including engagement, reach, and conversions, allowing for data-driven adjustments and optimization. By executing this influencer marketing strategy, the goal is to increase brand awareness, build trust, and drive sales while promoting a more sustainable lifestyle.

PRINT

Greenargen’s marketing strategy for printed material inside the packaging will focus on retaining customers and encouraging subscriptions. Here are a few tactics we will use to achieve this:

Product information: Include information about Greenargen’s subscription service, such as how it works, the benefits of subscribing, and the impact of subscribing on reducing waste and preserving the environment.

Review cards: Encourage customers to share their thoughts and help us improve our products by including a feedback card with a QR code. As a token of appreciation, customers who submit feedback will receive a special discount.

PAY PER CLICK (PPC) STRATEGY

A multi-channel paid advertising strategy was implemented across Google and Meta to drive targeted traffic, increase brand awareness, and boost conversions. The Google Ads campaign focused on Performance Max and Shopping campaigns, targeting high-intent searches related to eco-friendly laundry detergent sheets. The keyword strategy prioritized branded searches as well as competitive terms like Hey Sunday Laundry Sheets and Earth Breeze Laundry Sheets to capture engaged shoppers. Display ads were also utilized, providing strong visual branding opportunities and an additional sample format for prospective clients.

To complement this, a Meta Ad strategy was developed to enhance engagement and conversion rates. Competitor research identified 10 top-performing ad formats, which were adapted to align with brand positioning. A key focus was on video content, including lifestyle-driven storytelling, direct product comparisons, and UGC-style (user-generated content) creatives that blended seamlessly into social feeds. Dynamic retargeting ads were implemented to serve personalized content to users who interacted with specific products. Audience targeting was expanded to eco-conscious and zero-waste communities, ensuring alignment with core values.

To maximize efficiency, an A/B testing framework was incorporated, evaluating different CTAs, messaging hooks, and visual styles. Ads were launched in a phased approach, starting with a test budget to determine top-performing creatives before scaling investment in the most effective ads. This structured methodology ensured cost-efficient ad spend, stronger audience engagement, and higher conversion potential.

RESULTS & KEY TAKEAWAYS

Website launched with full e-commerce and subscription functionality.
Community engagement boosted via social campaigns and influencer collaborations.
Product education and eco-friendly messaging embedded in every touchpoint (emails, inserts, blog).
Strengthened trust and credibility through a strategic NGO partnership.
Efficient paid ads strategy using A/B testing led to strong conversions and lower ad costs.

A “brandless” identity can stand out when rooted in strong mission-driven storytelling.
Education-based marketing builds deeper loyalty in eco-conscious verticals.
Strategic partnerships (like Surfrider) can elevate brand trust and authenticity.
Automation (email flows, subscriptions) is essential for scaling DTC sustainably.
Visual consistency across digital, packaging, and content reinforces values without traditional branding.

WHAT TO EXPECT WHEN WORKING WITH US

At Literally an Agency, we make branding and digital marketing seamless and impactful. We craft a custom plan aligned with your objectives, which may include:

Brand Identity
Website & Ux Design
Social Media & Content Strategy
Email Marketing Automation

FREE CONSULTATION

We begin with a 15-minute call
to understand your goals and challenges.