Ecostore dossier created 2019 for Brand Communication paper

2. BRAND RESEARCH
Brand History Product Price
Ecostore’s plant and mineral based laundry powders are New
Zealand made, cruelty free, child labour free, gluten free and
vegan. Ecostore’s laundry powder comes in environmentally
friendly packaging which is recyclable and has less impact
on the planet. The laundry powder is free of nasty chemicals,
resulting in a healthy home. The laundry powders natural
ingredients are able to be traced all the way back through
the supply chain. Natural ingredients means the powder has
less harm on the planet when being produced and when it is
used. Furthermore, the natural ingredients are less irritating on
the skin, and the consumers laundry is protected from harsh
chemicals that would otherwise damage them.
The Laundry powder has the option of three different
fragrances - Lemon, Orange & Geranium, Extra Clean and
Ultra Sensitive (fragrance free). These options allow a range of
different people to choose what suits them best. The laundry
powders have a range of different sizes available, suited to
different sized family homes. The lemon powder has the
options of 500g, 1kg, 2kg and 4.5kg, the Orange & Geranium
has the options of 500g, 1kg and 2kg, the Extra clean has the
options of 1kg, 2kg and 4.5kg, and the fragrance free has the
options of 1kg, 2kg and 4.5kg.
Ecostore’s laundry powder is the physical expression of the
brand promise; safe, environmentally friendly, and efficient.
The laundry powder backs up these promises made, and has
been approved by ‘Environmental choice’.
Malcolm and Melanie Rands had a dream to make a more
sustainable world, and so, in 1993, they founded Ecostore
in a permaculture eco-village in Northland. Ecostore
manufactures its products in its own factory in Auckland, and
sells internationally in Australia, the US and China. Ecostore
have brought over 100 plant and mineral based products to
the market, all of which follow their brand ethos; to look after
the health and wellbeing of people and the planet.
Ecostore products are plant based, but Ecostore is aware that
plant based is not necessarily always good. The company
ensures that all of the ingredients in their products are not
harmful to the environment, or to the consumer, and they are
very particular with the ingredients they say yes to when being
approached by chemical researchers. Transparency and trust
are important aspects that Ecostore follows, and by allowing
this, their consumers are able to follow their products all the
way back through the supply chain.
Ecostore intend to convert an industry.Theywant to be leaders
in the new awakening of the sustainability crisis, and they allow
their consumers to make small changes in their lives in order
to take steps towards a better world.
The Ecostore laundry powder comes in a range of sizes, which
means the product range in price. Where the product is sold
also influences the price the laundry powder. The Ecostores
website offers all the available sizes, the smallest laundry
powder which is 500g goes for $5.50, the 1kg size is $8.49,
2kg size is $16.95, and the largest powder which is 4.5kg costs
$29.30. The prices changes depending on the supermarket
you visit, and the promotions they have at the time. Buying the
powder from a supermarket is cheaper than buying directly
from the website.
2
The most common sizes on supermarket shelves is the 1kg
and 2kg sizes, and the powder is cheapest from New World
and most expensive at Commonsense Organics (a niche
boutique organic market). Supermarkets would benefit from
economies of scale when buying the powder from Ecostores,
therefore making it the most affordable for consumers.
Ecostore would also want to sell their product at a cheaper
price to supermarkets because they are able to reach more
consumers than their website and store would.
Product Website Countdown New World Commonsense
Ecostore 1kg $8.49 $7.40 $6.99 $8.99
Ecostore 2kg 16.95 $13.50 $10.99 P $16.99
Earthwise 1kg n/a $6.00 $6.59 n/a
Earthwise 2kg n/a $10.00 $9.79 P n/a
P = Promotional Price

3. Placement Promotion
Competition
Environment
You can purchase Ecostore laundry powder at large chain
supermarkets, smaller supermarkets, online from their website
and from niche organic shops such as Commonsense
Organics. The Ecostore website has all the products in every
scent, however each supermarket has a different selection of
scents and sizes to purchase. The 1kg and 2kg sizes are the
most popular among supermarket shelves, and are located in
the laundry isle of the supermarket. They are usually beside
the other natural laundry powders such as Earthwise on the
supermarket shelves. Other brands such as Living Green and
Eco Planet can be found next to these two brands, but they
usually don’t take up as much space. From observation at the
different supermarkets, the Ecostore powder is usually at eye
level and takes up a few columns vertically and horizontally. The
space the powder has on the shelf is very little compared to
major brands such as Persil and Surf, which have a very different
brand ethos and marketing to consumers.
3
Ecostore’s Laundry powder is promoted online, in store,
through its packaging, and through the voice and soul of the
company; Malcolm Rands, also known as ‘Eco man’. Online,
Ecostore has a Facebook, Twitter, Instagram and a website to
sell their products. Their social medias have a large following,
Facebook 131.3k, Twitter 6k, and Instagram 24.4k. Through
these social medias, as well as in-store, they are able to
promote their product through sales, triggering purchases,
and they are able to communicate their brand to their
audience, through imagery, adverts, and discounts and deals.
In store, their imagery is their packaging, which promotes their
brand image and is designed to appeal to their target market,
the female household shopper. The children displayed in the
photographs, and the clean, organic coloured minimalistic
packaging promotes the brand image, of being safe-child
friendly, clean and organic. The book ‘Eco Man’ is written about
Malcolm Rands, telling the story about how Rands started
up his brand and took it global. As the voice and soul of the
company, Rands is trusted and known by many of Ecostore’s
consumers, linking to the trust factor of the brand.
Ecostores closest competitor is Earthwise, a New Zealand
based brand that also offers a plant and mineral based powder
that will leave your clothes fresh and clean. Both brands
connect to the consumer through their slogans, Ecostore’s
being “safer for you”, and Earthwise’s is “caring for our world.”
Earthwise has a focus more on the brand being better for
the environment, compared to Ecostore being better for you.
Earthwise’s target audience does partially overlap, therefore
creating competition for Ecostore. There are other eco-
friendly brands such as Living Green and Eco Planet which are
New Zealand made, but theyaren’t as recognised and currently
Technology has allowed information to be readily available at
our fingertips. We are able to learn and gain more knowledge
of the impacts harsh chemicals have on our bodies and the
environment. This has meant that eco-friendly products are
now a common to be seen on supermarket shelves and in
people’s homes. There has been an increase in demand for
these natural products, and Ecostore has truly addressed
the demand by creating new products and creating a strong
trusted brand. Shopping sustainably has become a growing
trend, which consumers have realised improves their lifestyle
and the environment. Buying brands that support fair trade, are
environmentally conscious and give back to the community
shows others around you that you care for your world. It has
become more and more common to want to achieve this
aspirational sustainable lifestyle, so Ecostore allows you to
achieve this by buying their products.

4. TARGET AUDIENCE
4
Families
Environmentally Conscious
Consumers Image Conscious Consumers
• Wants the best for their children/family
• Aiming to create a healthy household environment
• Raising their children around eco-friendly products with the
hope they will one day use them too
• Has a stable household income
• Parents trying to please their children - eco aware children
• Genuine care and respect for the environment
• Sustainable
• Buys locally fresh produce
• Recycles
• Organic
• Buys brands they trust
• Supports local business
• Buys product because of the aesthetic
• wants people to be aware of what they buy
• consumerist
• Extrinsic
• Has a good taste in design
• Shares their life on social media
Shared Values/Attitudes
Environmentally aware
Aspirational
Caring
Tensions
Natural vs. Effective
Affordable vs Quality

5. BRAND IDENTITY BLUEPRINT I
Rational Features Rational Benefits Declared Emotive Triggers
Unique Differences
Brand Essence Timeless EquitiesCentral Tensions
Brand Values
Undeclared Emotive Triggers
• Name - ‘EcoStore’
• Natural ingredients, Plant and Mineral Based
• Sustainable packaging
• Aesthetic design (family images and local
artists)
• Neutral/organic colours/minimal touch of
colours (beige, black and white, yellow, blues,
oranges)
• Above average pricing
• Made by Ecostore (NZ)
• Range of different scents - Lemon, Orange and
Geranium, Ultra sensitive (fragrance free and
• People - safety - ecostore values you caring for
yourself and your family “safe for you (motto)”
• Aesthetic - simple, clean, organic, minimalistic,
simple but effective = simple solution
• Authenticity - sticks to their values and beliefs,
transparent
• Organic, neutral colours used
• Black and white photos (children and lifestyle
images)
• Minimalistic layout
• Kiwi artist - simplistic patterned art
• ‘Safer for you’ - emotive motto
• Brand reputation
• Balance in sustainability, but don’t want to be
too hippy in regards to having a natural product.
Show the product works
• Simple design, but not too simple
• Trying to draw families in, but want to draw
others in (environmentalists and image oriented
consumers) - finding the right balance of trying
to target all target audiences
• Ecostore is an aesthetically pleasing product
that promises a healthy lifestyle for you and your
• Name confirms its eco friendly
• Plant and mineral ingredients are thought to be
better for the environment
• Sustainable packaging is easy to recycle
• Family images triggers an emotive purchase
• Organic colours emphasises the natural
ingredients used in the product
• Aesthetic packaging makes your home feel like
the minimal modern home eco store wants you
to feel you have
• Pricing promises the consumer they are actually
buying a natural product
• New Zealand made brand draws kiwis into
supporting local business
• Different scents appeal to a range of different
tastes
• Caring for your family Safety,
• Packaging - feeling of aesthetic
• Aware of the future
• To feel involved in this LOHA lifestyle
• Attractiveness of the product
• Acceptance by different groups of people -
environmentally aware people, families, people
coming into your home
The plant and mineral based laundry
powder from Ecostore promises an
effective clean whilst keeping you and
your family safe and healthy.
5

6. CONSUMER RESEARCH
Rational Emotive
Question Ecostore Earthwise
Similarities /
Contrasts
What comes
to mind when
you think of
the brand?
Have you
bought this
brand’s product,
why?
What are your
thoughts on the
product?
What made
you choose this
brand’s product
over the
other options
available?
All believe it is
environmentally
friendly
All have bought it.
Half bought it for
their families. 1
interviewee bought
it to fit in to an
image. Half bought
it for their families
health and to be
good role models.
All believe it is
environmentally
friendly. Gentle,
natural and simple
were other words
used.
Environmentally
friendly
Eco store
interviewees
have all bought
it with their own
money whereas
half of Earthwise
interviewees had
it bought for them.
Eco Store = family
health, Earthwise =
environment
Both are eco
friendly, Earthwise’s
fragrances are
remembered.
Eco store = design.
No comments on
Earthwise’s design.
All have used
it. Half had it
bought for them
by parents, half
bought it for
themselves.
Driven by being
environmentally
conscious.
Competitor Eco
Store wrap their
laundry powder
in a plastic bag
in the box. (false
information,
thought by
interviewee)
Trustworthy, eco
friendly. Nice
fragrances.
No harsh chemicals,
eco friendly.
An honest brand,
trustworthy, nice
design.
Waiting Place
All members were waiting to be
picked up nearby their homes,
alone. Two during a clear brisk late
morning, one in the afternoon.
Two members were waiting to be
picked up at home, mid morning.
The other at the airport. No clear
sense of season.
A white van arrived, both had male
drivers, one with long hair and the
other not standing out. A private,
not flash plane with only the pilot on
board, good looking male wearing
a hat.
Modern coach bus with an
Ecostore representative driving,
clean cut wearing all white, others
on the bus. Baby blue classic car
with friendly driver, alone with
driver. Electric modern car, middle
aged chatty man with semi formal
clothing, alone.
Arrived at a park, large marquee
set up with different stalls to
sample products, other young/
middle aged people, no children
around, social. Another arrived
at Wa park, luscious greenery,
large group of people (20-40),
all socialising, relaxed vibe. One
visited a modern clean farm, slick
architecture, about to turn dusk,
professional people, socialising.
Approached by a friendly Ecostore
representative, knowledgeable,
clean appearance. Rep was going
to explain the products for the
marquee in park experience. Rep
for the other park was going to
reveal to the questioner they won
a trip to Fiji.
Was approached by a nice Earthwise
employee, gave kiss on the cheek, 3
years’ worth of products, but didn’t
organise a ride home for me so I
was stuck at the factory. Female
organiser approached me, about
to go on factory tour. Fijian man
wearing a skirt took me to my tent,
no activity planned but relaxing.
Arrived at Earthwise factory,
suburban area. other arrived at
Earthwise factory, located in bushy
environment, glass fronted office
with factory behind it, felt weird,
others there to get a tour of the
factory. Landed on the beach,
nothing to do, lots of trees, no one
else around.
Two were driving through the
picturesque places (park and
countryside), the other through
central Auckland.
Van travelled through bushy road,
loads of greenery. Other van
travelled past trees, houses and
people walking in the street. Plane
flew over water and land.
Transport
Journey
Destination
Approached
Ecostore EarthwiseVisualisation
6

7. INTERPRETATION
Waiting Place
Transport
Journey
Destination
Approached
Summary
From the responses, all of the participants were picked up at a
location close to home except one of Earthwises participants
who was at the airport. The responses from Ecostore all had a
clear sense of their surroundings, describing that it was mid-
morning for two responses and dusk for the other. Whereas
Earthwise didn’t have as clear of a describing their surrounding
environment other that the waiting place was close to home.
Both the brands overall have homely associations, this could
be because they’re both household products. Ecostores
interviewees having a clear image envisioned from the
beginning of their experience shows that ecostores brand
image is already established in their minds, whereas Earthwise
consumers didn’t have this clear sense of the Earthwise
experience.
Ecostore was picked up in a variety of modern vehicles,
that were described to be in nice condition with friendly and
presentable drivers. Two of the interviewees had a white van
pick them up, the other in an airplane. The pilot was described
to be attractive, and one of the van drivers was described
having long hair. Ecostore already has begun to develop a
friendly and inviting experience, and the modern vehicles
and drivers emphasise the luxury perception of the brand.
They want the people going on the experience to enjoy every
moment. Whereas Earthwise’s white vans depict they just
want to get the people from place A to B. The long hair driver
creates a relaxed, organic image for Earthwise.
Both the Ecostore and Earthwise had elements of nature
throughout the journeys to their destination. The Ecostore
interviewees drove through the countryside, a park and
Auckland central (which does have nature elements in the
passing surroundings.) Earthwise participants described
travelling through a more suburban area, a rural nature road
and flying over water and land. The associations with nature in
both brands experiences shows that Earthwise and Ecostore’s
use of natural ingredients is something that comes to mind
when people think of these brands.
When arriving at the destination, all EcoStore interviewees
arrived to a large social crowd of older people, there were no
children present. This relates to EcoStores target audience;
young adults and adults, who buy the products for themselves
or for their family. These people were all socialising, all three
crowds seemed relaxed. This enjoyment and relaxation is an
important aspect of EcoStore’s marketing. Furthermore, all
of the destinations were set outdoors; two parks and a farm.
The environmentally friendly aspects of EcoStore may be
the reason for this link, the products being made of natural
ingredients, and free of harmful chemicals.
Earthwise’s destination completely contrasts EcoStores. Two
interviewees arrived to suburban factories, there were people
there but they were not there for social purposes, one of these
factories ‘felt weird’, and they were both indoors. The third
interviewee arrived to a deserted beach, alone with nothing to
do. These three destinations are not social and they are slightly
solemn.
EcoStore interviewees were both approached by adults who
were about to reveal something. The EcoStore representative
is about to reveal factual information, suggesting that the
brand gives its product information clearly, factually and
straight to the point. The EcoStore representative has a
clean appearance, suggesting that EcoStore is viewed by its
consumers as a clean brand, both with its aesthetic and with
its clean natural ingredients.
Two Earthwise interviewees had professionals approach
them, and the other interviewee was approached by a Fijian
man with a skirt. Being approached by professionals suggests
that the brand is a well respected one. Being approached by
a Fijian man in a skirt suggests that the brand is luxurious as
it is linked to being on a tropical holiday, and the brand is also
down to earth. One interviewee was kissed on the cheek when
approached, more personal, emotive aspects of the brand
coming through.
Ecostores experience was overall very social, which
emphasises their human oriented values. Ecostore has
created a strong connection between the brand and its
consumers, through their marketing, and brand ethos.
Whereas earthwise hasn’t created this emotional connection
with their consumers, which explains the isolated feeling
majority of Earthwise’s interviewees experienced.
Ecostore had a very well put together experience for their
customers, all visually appealing and of high standards.
EcoStores experience was fondly remembered. This
experience contrasted heavily with how the Earthwise
interviewees experienced their journeys, experiences that
would likely not be fondly looked back on. Factory tours and
an isolated beach are not appealing, or enjoyable.
7

8. BRAND IDENTITY BLUEPRINT II
Rational Features Rational Benefits Declared Emotive Triggers
Unique Differences
Brand Essence Timeless EquitiesCentral Tensions
Brand Values
Undeclared Emotive Triggers
• Name - ‘EcoStore’
• Natural ingredients, Plant and Mineral
Based
• Sustainable packaging
• Above average pricing
• New Zealand Brand
• Range of different scents - Lemon,
Orange and Geranium, Ultra sensitive
(fragrance free and Extra Clean
• People - safety - ecostore values you
caring for yourself and your family “safe for
you (motto)”
• Aesthetic - simple but effective =
EcoStore is a simple solution. The brand
is clear and to the point.
• Authenticity - sticks to their values and
beliefs, transparent
• Organic, neutral colours used
• Black and white photos (children and
lifestyle images)
• Minimalistic layout
• Kiwi artist - simplistic patterned art
• ‘Safer for you’ - emotive motto
• Brand reputation
• Natural, but still effective
• Affordable but of a high quality
• Simple design, but not too simple
• Trying to draw the target audiences
in, but dont want to exclude potential
consumers outside of this target market.
• Ecostore is an aesthetically pleasing
product that promises a safe and healthy l
ifestyle for you and your family
• Confirms its eco friendly
• No nasty chemicals - better for the
environment and skin friendly
• Recyclable
• High quality product
• Draws Kiwis into supporting local
business
• Different scents appeal to a range of
different tastes + needs
• Caring for your family and for yourself
• Photographs of children - emotive
triggers
• Aware of the future
• To feel involved in this LOHA lifestyle
• Attractiveness of the product - appealing
to the image conscious consumers
• Acceptance by different groups of people
- LOHAs, Families, people coming into
your home
While keeping you, your loved
ones and the environment in mind,
Ecostore’s plant and mineral based
laundry powder promises to wash
clothes safely and effectively.
8

9. BRAND COMMUNICATION
PACKAGING
EcoStore portrays a sophisticated image through their
packaging decisions; calm clean white packaging with
organic and bright colours and black and white photographs.
There are pops of colour used to communicate the important
aspects of the product; the company’s motto, the fragrance,
and the amount of washes. These pops of colour are enough
to catch the consumers eye and helps the products minimal
packaging still be seen on the shelves. The packaging layout
is clear, and to the point, allowing the consumer to know
exactly what they are getting out of the product. This aspect
links to the overall transparency of the brand – EcoStore does
not hide anything.
The imagery is emotionally driven, showing photographs of
young children having fun in their home. Children cannot be
happy if they are not safe, reinforcing EcoStore’s message of
safe products. The core consumer of families is most likely to
be the female lead of the household, and the child imagery
helps to drive purchases.
The four different laundry powders communicate their
purpose through the packaging choices. Fragrance free
laundry powder has a photograph of a baby in the home.
Babies have sensitive skin, and by using a baby they are able
to communicate that this laundry powder is for sensitive
skin. The colour scheme is a soft baby blue, linking to the
‘baby’ aspect of this laundry powder. Whereas the extra
clean powder has a photograph of a child covered in mud,
playing outdoors (the other extra clean laundry products have
an image of a kid eating spaghetti, with stains on his shirt).
These images tell the consumer that the laundry powder will
succeed in taking out tough stains.
The strong orange colour is more saturated and harsh
compared to the baby blue, portraying that it will be a stronger
wash.The lemon fragranced laundry powder, and the Orange
& Geranium fragranced laundry powder both have images
which depict softness, the lemon has a young child playing in
a sheet fort, and the Orange & Geranium has soft towels with a
teddy bear on the top. This communicates that by using these
laundry powders, the consumer will have soft clean laundry
which is safe for the skin. The colours chosen for these
laundry powders link to the smells of the fragrances.
Both EcoStore and Earthwise use organic coloured
backgrounds on their packaging. EcoStore uses a soft, off-
white. Earthwise uses a cardboard toned colour. Earthwise’s
imagery in their packaging is solely text and water drop
illustrations. The two products on the shelf communicate
they are eco friendly through their design, but earthwise
doesn’t emotionally connect to the consumer as Ecostore’s
packaging does.
The packaging successfully promises the Ecostores brand
essencetotheconsumer.Thephysicalpackagingofaproduct
is important because this is what people will display in their
homes and will use everyday. The cardboard is thick enough
to withstand it being handled multiple times and it efficiently
protects the powder which is inside, which is fundamental
need of packaging.
Central Tensions
Natural vs Effective - The use of the photographs with kids
with stains addresses the issue that although the product is
natural it will be effective with tough stains.
Affordable vs Quality -The packaging looks of a high quality
because of its minimalism, the consumer will be willing to
spend more on a product that appears to be of high quality.
9

10. BRAND COMMUNICATION
WEBSITE
When you enter Ecostore.co.nz, you are taken to a cleanly
designed website with banner of swaying animated grass
with a clean text ontop saying, ‘Welcome to a world of good’.
You feel welcomed and are drawn to exploring the site.
When hovering over the symbols above the page banner
they change colour to a darker grey and actually don’t have
any headings to show what they are. When you click on an
icon it leads you to a page for the following, ‘mum and baby’,
‘skincare’, ‘health and wellness’, ‘homecare’ and ‘our planet.’
Each page has articles and information about the topic and
how Ecostores products are related, and they promote a few
of their products.
The website has a minimal, modern, organic aesthetic. The
whitespace definatley emphasizes the products, images
and texts the user is meant to be focusing on. It is very user
friendly and easy to navigate, which is important when you
visit a website. When looking through the products they make,
the focus is solely on the product (image of the product on a
white background). The website also has a ‘quick grid view’,
which enables the user to quickly add items to their cart
without having to leave the main product page.
The website isn’t just a place to see the products they sell,
they have other features such as their blog, an about us page,
and heaps of information that shows the user they are a very
transparent brand and aren’t hiding anything. You feel as if you
are immersed in this online Ecostore world.
When you reach Earthwise’s website, the first thing that your
eye is drawn to is the title “I used to be a milk bottle,” which
followsonbyanarticlestatingtheirplansfornewplasticbottles
that will be made from 75% recycled plastic. The website has
a soft airbrushed like background of muted light greens and
white, with a white foreground that images and texts are on top
of. The website is easy to navigate, but you aren’t compelled to
stay on the page if you didn’t have a reason to be there. The
fonts and headings are legible, but when you’re on a page for
a product, all the information in there and in the same size, so
there is no emphasis on important aspects you would want
the consumer to remember. There is no online store, so that
eliminates a sales avenue for Earthwise.
Overall, Ecostores website creates a place for consumers to
feel rewarded when buying the laundry powder. The insight to
the business and the product ensures that you are purchasing
a product that will do a safe and efficient job, which backs the
brand essence of Ecostore.
Central Tensions
Natural vs Effective - In depth analysis of ingredients used
in the products shows that they work
Affordable vs Quality - The websites design and aesthetic
compliments the packaging, and reassures the buyer their
products are of high quality
10

11. BRAND COMMUNICATION
InstagramplaysapartinthewayEcostoremarketsthemselves
to their target audience and consumers. The social platform
allows Ecostore, @ecostorenz, to share photos and videos
with their followers (currently 24.5k followers as of April 2019)
and their target audience in a captivating way. Their Instagram
feed is made up of product images, giveaway posts, lifestyle
images, photos showing Ecostores involvement in the
community and animated images involving the products.
Having an instagram that isn’t soley just about showing their
products attracts more followers as people are likely to want
to enter giveaways and tag their friends in order to win free
products. Ecostore often teams up with other brands to gain
more attraction for both accounts when doing giveaways, this
is a common technique to boost followers and engage with
more people.
Ecostorehasmanysponsoredpostsofyoungfemalemothers
posting photos of their children and the ecostore product,
and the product captured in an aesthetic way. Sponsored
posts have become an easy way for ecostore to advertise,
as they offer free products to followers in exchange they post
the products they send. The image orientated consumers are
heavily influenced by some instagrammers, as they create
this online lifestyle people aspire to have. So by buying the
products they use they can get a step closer to their ideal life.
Aside from Ecostore mains instagram account @ecostorenz,
Ecostore has separate instagram accounts targeted at their
international consumers. They have an Australian ecostore
account, @ecostoreau, with a following of 26.6, and they have
a Japanese ecostore account, @ecostore.jp, with a following
of 10k, both of these accounts are doing well in terms of their
following.
INSTAGRAM
The Australian instagram is similar to the New Zealand
instagram, using some of the same images, and a similar
graphic design. However, a majority of the images are warm
toned, versus the images for the nz account which are cool
toned. This could be due to the different climates, Australia
being tropical and New Zealand being cooler. The Japanese
account ties in Japanese elements, targeting their
Japanese consumers. Some of the babies are Japanese,
the architecture is Japanese, there is Japanese writing, and
wood is bamboo coloured.
Earthwise’s instagram, @earthwisehq, has a total of 2.3k
followers as of April 2019, a tiny fraction of EcoStore’s
instagram following. This could be because Earthwise is not
an international brand, so its following must be mainly New
Zealanders. In recent posts, Earthwise has started putting a
brown filter on the images, linking to the cardboard coloured
packaging, a successful marketing decision. It is likely that
they will continue with this aesthetic. Before this marketing
decision, the aesthetic was bright and did not represent
Earthwise. The graphic designed posts are very simplistic,
and tedious. It appears that their marketing design is far less
advanced than Ecostores.
Central Tensions
Natural vs Effective - Close up images of people using the
products, gets the message across that the products are
effective at what they do, while being natural.
Affordable vs Quality - The people captured look at ease
alongside the products, as though the products were
affordable to buy. The products must be of high quality due
to the positive signals the people give off.
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12. W
BRAND COMMUNICATION CRITIQUE
• Their instagram projects a lot
of their community involvement
and shows they’re more than
just products, that ecostore is
about creating better for the
community
• Many of their posts are
engaging with followers to
comment (many for giveaways
but this still gets the followers
involved)
• Images successfully target
the 3 target audiences -
lifestyle images show the target
audiences how they could
bring the products in to their
lifestyles
• Involvement in the
community shows they’re
more than just a product, that
ecostore is about creating
better for the community
• Aesthetic website design
relates to the overall aesthetic
of the brand,
• Transparent brand shown
through all the available
information on the website
• Website, packaging, social
media presence all has the
same aesthetic which shows
consistency of the brand over
all platforms
• Organic aesthetic
successfully communicates
the organic ingredients used
• Well designed, aesthetically
pleasing packaging results in
the image-oriented consumers
happily displaying the products
in their homes.
• Photographs get the
messages across.
• The product information
is clearly communicated in a
simple yet effective way.
• As the imagery is directed at
the 3 target audiences, it could
deter the other consumers
who do not fit in to these target
audiences
• Overall aesthetic of
the ecostore instagram is
inconsistent. Some images
are light and bright and others
are dark. Instagram could be
improved by using a consistent
filter and putting more attention
into how they plan their
feed. Then again, having the
contrasting images targets
different audiences
• The lack of headings on the
main icons on homepage deter
viewer from clicking on them,
therefore closing off part of the
website to the viewer
• By having an excess of
information on the website,
this could overwhelm some
site visitors and result in them
leaving
• The minimalistic packaging
results in the product getting
lost in the shelves.
• The imagery is directed at
the family target audience,
therefore it could deter the
other target audiences from
the product.
• The brighter colours appear
more artificial compared to the
more organic colours, which
does not reflect their natural
ingredients in the products
Strengths Strengths StrengthsWeaknesses Weaknesses Weaknesses
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Packaging Website Instagram

13. W
Before this Ecostore analysis, I simply only had to hear the brand name to gather that the
brand is eco-friendly. Ecostore is successful in the way that they get their messages across
immediately. This is because of their well thought through, successful marketing decisions. The
laundry powders packaging follows this quick communication. At first glance the imagery of
children tell the consumer that the product is ‘safe’.
I believe the driving factor that makes Ecostore more successful than its New Zealand
competitors is its personal approach. Ecostore is aware that humans feel the need to be cared
for, and they essentially are caring for their consumers. They use children in their imagery, which
is emotive, and they use personal slogans, ‘safer for you’. ‘You’ and ‘safe’ are the two words here
that are drawing their consumers in. The consumers feel that the product is being made for their
own best interests, and for the best interests of their loved ones, and the environment. Because
at the core of Ecostore, the environment is what they stand for as a company. It is why Malcolm
and Melanie Rands started the company in the first place.
Ecostore directly target their three target audiences; families, LOHAs and image conscious
consumers, however, because they target them so specifically, there is a chance they deter
other consumers who do not fit in to these target markets. Those who are not of middle to upper
class, clean, and/or aesthetically and sustainably conscious people may feel that the brand is
unapproachable. These people may want to take a step towards sustainability, but to them, they
may feel held back as the people in the advertisements appear to be in an unachievable lifestyle.
This issue has the opportunityto be resolved through incorporating people of different and more
relatable everyday lifestyles in to the advertisements and imagery. By doing so, people would
not feel deterred from the products, and sustainable lifestyle choices would feel accessible to
everyone.
Sustainability is a growing trend, and many companies have started incorporating sustainability
methods as a result. This is a threat to Ecostore, because if bigger brands become sustainable,
Ecostore will have more competitors, and as a result may become overpowered. I do believe
that Ecostore have always gone about things the right way, and have earned their consumers
trust, therefore by continuing to do so, they have an opportunity to become leaders of the
sustainable industry regardless of threats.
Overall, I think Ecostore has established a very strong brand with an aesthetic that is consistent
throughout all their marketing aspects. They’ve created products that consumers want to
purchase, and a brand that people want to be apart of. Ecostore makes doing jobs such as
washing laundry enjoyable. I feel the Ecostore brand is also a representation of our national
brand/image.
Ecostore has continued to expand their fast-moving consumer goods product range, and have
even started to make products that aren’t cleaning products, such as toothbrushes. There could
be a potential opportunity for the brand to develop other sustainable reusable products, items
such as water bottles, food storage containers, etc. As the ‘sustainable image’ is a growing trend,
there will be more demand for readily available products that meet sustainable requirements.
Ecostore reaches a large audience of people so will be at an advantage.
Ecostore has created a trusted brand, and trust takes time to establish. With this being said, I
can’t see any other NZ brands creating competition for Ecostore in the near future that could
pose a major threat. However with technological advances and increasing environmental
awareness, it’s only a matter of time until major companies such as Unilever (Surf) and Henkel
(Persil) start to break into this market on a global scale and create a major change overall for the
laundry powder available in supermarkets. As they have more capital than Ecostore, they can
invest more in research and development for global production of eco-friendly products. This
would pose more of a threat to smaller brands but would still impact Ecostore to some degree.
Throughout this assignment, my knowledge of environmentally friendly products has increased.
But more importantly I’ve become aware of how brands differentiate themselves in the market,
which has opened my eyes as a consumer.
Isabella Moon Lauren Kjestrup
CONCLUSIONS
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14. LAUREN KJESTRUP & ISABELLA MOON
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