NEW LAUNDRY BRAND EAT DIRT PRIMED TO SHAKE UP THE ECO-FRIENDLY MARKET

Summary from the TLDR Design newsletter

Former ad execs Jordan Woolley and Catherine Barr have launched Eat Dirt, a plant-based, biodegradable laundry detergent positioned as an eco-friendly yet design-forward alternative, packaged in bold, illustrated tins meant to be seen rather than hidden. Aiming at environmentally and design-conscious consumers, the brand uses irreverent naming, playful illustration, and premium pricing to shake up a conservative category and reach buyers beyond traditional supermarket channels.