An icon for the most sustainable soap

Seepje founded by Jasper Gabriëlse and Melvin Loggies with one goal to make the world cleaner and better by making the most clean soap available. Clean on all aspects; clean on intrinsic product quality, clean for the world, clean for your health and of course clean for your laundry.

They’ve  come a long way since its early pioneering years. Even after a successful start and a steady growth since 2016, now 20 years later change was needed to unlock the next phase of growth. To achieve this they wanted to appeal not only to the super-conscious audience, but also to a wider group of shoppers who care about sustainability yet respond to clearer fragrance and product cues.

After the first steps in packaging their new soap products, the founders asked Marcel and Ronald Lewerissa from Generous Minds to develop a more sustainable and commercially viable bottle design and improved brand identity.

It is this bottle design, the shape and colour, that are the strong brand assets Seepje was able to make an impact in a highly competitive market to be different and distinctive.

With these strong brand assets the graphic design has changed a couple of times to support the posiining and connect to the target audiences. For this next step Seepje developed new, all sustainable and natural fragences. Being the most sustainable soap in the market the design is now more expressive, more fragrance-forward, and more competitive at shelf.

An evolutionary step for the brand, hopefully a revolutionary one for people & planet.

Today, Seepje has a capable internal creative team led by co-founder Jasper Gabriëlse. The way of working has changed over the years, which meant the evolution needed to be built with the team, not just for them. Together as a team we ran cooperative strategic and design sessions focused on surfacing and strengthening Seepje’s distinctive brand assets: the iconic bottle shape, the brand colour and the familiar word mark.

Unique Bottle

The aim was to create a new, iconic bottle and sleeve system: low in environmental impact, but high in shelf impact.

After evaluation a ‘classic’ plastic bottle made by recycled plastic was chosen as most sustainable considering all requirements and being best aligned to the normal daily use of the product. In this way increasing the change of success and impact

Seepje is a brand with a “no compromise” attitude towards sustainability, committed to making the washing business better for both people and planet. What began as the vision of two passionate founders has grown from a bold startup into a successful scale-up with real impact.

Today, Seepje has grown into a portfolio of 25+ SKUs across multiple markets.