freedom from fragrance

context

Freedom from Fragrance is on a mission to advocate for cleaner products and better labeling — and the problem is bigger than most people realize. An estimated 30-50% of Americans would benefit from fragrance-free products. Meanwhile, the US doesn't require ingredient disclosure for most home and beauty products. So we have tens of millions of people unknowingly using products they're likely allergic to, every single day.

Freedom from Fragrance is here to change that. They report on the issue, research and spotlight products that actually serve this community, and are advocating for better labeling and cleaner formulations. Because you can't protect yourself from something you don't know is there.

our approach

FFF is a movement that operates across multiple mediums and is building toward long-term goals — so the design system needed to match that ambition. The centerpiece is a certification seal that brands can put directly on their packaging. Working backwards from that goal, the brand needed to feel credible enough for industry, approachable enough for consumers, and distinctive enough that brands would actually want it on their products — and versatile enough to stretch from editorial to social to, one day, the products themselves.