Context

POWR is a new Belgian homecare brand by Planet B, born from the merger of BRAUZZ. and Klaaar into one unified, powerful brand, created to prove that sustainable cleaning can deliver chemical-level performance without the chemicals.

From laundry detergents and scent pearls to floor cleaners and toilet powder, POWR launched with a broad product range designed to compete head-on in a crowded category.

Challenge

The cleaning aisle is shaped by extremes. Conventional brands signal power through bold colours, loud claims and visual intensity. Sustainable brands tend to adopt muted palettes and understated messaging to communicate responsibility.

The result is a category split between shouting performance and whispering sustainability.

The brand had to prove that sustainable formulas can be every bit as powerful as chemical competitors. It had to stand out on shelf with confidence and clarity, while building trust through radical transparency. 

The core question became clear. How do you make minimal effort feel maximal?

Idea

If the product delivers maximal power with minimal effort, the design system should express that same energy. Instead of adopting the soft and beige codes typical of eco brands, we built POWR as a bold, high-impact brand that is impossible to ignore.

Sustainability does not have to look quiet. It can be loud, joyful and full of life.

Clean smarter, not harder.

Design Solutions

Colour, typography and photography work together to create a bold and modern expression that commands attention on shelf. We developed a flexible packaging architecture that spans the full product range. Each product sits within a cohesive system, ensuring intuitive navigation and clear differentiation while maintaining a unified brand presence.

Transparency was treated as a foundational principle. POWR is built on radical transparency. No harsh chemicals. No hidden ingredients. No vague eco language. Key ingredients are placed front and centre, transforming information into a visible and confident brand asset. 

To further disrupt the category, we introduced personality into the brand world. Playful visuals dramatise everyday messes such as spilled spaghetti or a mud-covered dog on a carpet, making the benefit instantly tangible. This optimistic and slightly tongue-in-cheek tone reinforces the idea that responsible choices do not have to feel restrained or serious.

“We create healthy and sustainable products, but on shelf they often all look the same: kraft paper, green, and ‘super eco’. With POWR, we infused our formulas with the superpower of nature and set out to make sustainability feel bold and exciting again. To bring that vision to life, we partnered with WeWantMore and have not regretted it for a second. Their invaluable expertise resulted in a powerful design with a strong sense of humour, from the recognizable clothing items to the everyday objects featured on the packs. They also translated the ingredient transparency that is so important to us at Planet B into the packaging in a clear and highly visible way.”

- Tibbe Verschaffel, Co-Founder Planet B