Rosey Home

Thrive Market knows your home is your happy place—even when life gets messy. Our goal: create a home cleaning brand that visualizes that sentiment exactly. Meet Rosey.

Rosey’s design system leads with scent cues that highlight the high-quality planet-friendly ingredients behind every formula. The hand-crafted illustrations in combination with a soft serif typeface establish a visual language that is approachable and pops on the digital shelves.

Creative Direction: Elise Crevier
Art Direction: Savannah McAnally
Design: Anat-Erez Fellner, Julie Tran, Savannah McAnally
Illustration: Mo Newman
Photography: Matthew Schulert, Elisha Knight

The design system we developed was customer-focused. Visual scent cues were a significant factor in Thrive Market members' purchase of eco-friendly home cleaning products. We developed a scent-forward architecture for the brand based on our research. Customer findings also informed the brand language and front-of-pack call-outs.