Lucid Design redefining laundry for the user and the planet
Born good partnered with Lucid in a strategic capacity right from its inception. The journey began as far back as identifying the market opportunity through research and interviews.
It’s brand name set out to convey purity, honesty and legitimacy of a new soul: in total harmony with nature and the planet. Hence, Born Good.
The first of its kind bio-based detergent needed to be showcased in a bottle that consumer would proud to hold on to and reuse.
The packaging system has a minimal carbon footprint and incorporates custom transparent PET packaging which is readily recyclable and extremely durable.
It utilises clever details such as “Time to Refill” text which only becomes visible once the liquid is below a certain level.
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