Eucalan Celebrates its 30th Anniversary with a Brand New Look

21 October 2020

Eucalan Celebrates its 30th Anniversary with a Brand New Look

In 2020, Eucalan Delicate Wash is celebrating its 30th anniversary with an updated look. And along with the new look, comes a new purpose. While Eucalan has always kept water conservation top of mind, they are proud to be part of the 1% for the Planet network* fighting for a better future.

As Eucalan approached its 30th anniversary, CEO Jennifer Edgar was looking for a way to freshen up the brand while still remaining true to the original formula, an amazing “spa treatment” for all fine washables spanning handknit and woolen items, to treasured pieces of lingerie, to baby items, specialty fabrics, home care and more.

She wanted to establish a consistent visual presence and worked with the design team at Forthought Branding + Design in Toronto hoping to come up with a design that was contemporary and clean, while still promoting the classic formula made only with the highest quality ingredients. What resulted is a dark grey rectangular logo that is easily recognizable and readable at a distance.New colors and icons designed by artist Marsha Deans Edgar freshen up each of Eucalan’s signature scents: Eucalyptus, Grapefruit, Jasmine, Lavender, and Unscented. The shape of the Eucalan bottle remains the same, but includes dark grey caps (a departure from bright green). Overall, the look is modern and elegant, but with icons that add a touch of whimsy.

Of course, Ms. Edgar couldn’t have predicted that the rebranding would coincide with a world pandemic which made certain aspects of the relaunch problematic. “What we experienced this year are delays beyond my wildest imagination. Typically we would have received our bottles in 3 – 5 weeks; we are now waiting 17 – 20 weeks for bottles! Our new grey caps took just as long.” But her
production issues went well beyond packaging. To produce Eucalan’s unique formula, “We use a well respected facility that also provides products for the pharmaceutical and cosmetic industries. They are very good to us and very responsive, but we are not their only customer. Understandably they have been busy with skin safe sanitizers and cleaners.” All of this has meant that rebranding in 2020 will be celebrated more as a rolling set of updates rather than an overnight transition. Fortunately, Eucalan has now started shipping the new look to stores and the transition will continue into early 2021.

* 1% for the Planet is a thriving global network over 3,000 members-strong of businesses committed to supporting environmental non-profits. Eucalan has always been committed to conserving the waterways and ensuring its products are biodegradable and don’t cause harm to the environment. Joining 1% for the Planet is a way for Eucalan to give back and support environmental solutions through everyday actions.





-EndMedia Contact: Jennifer Edgar Email: [email protected] For further information visit:

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