Eat Dirt, a new laundry detergent brand, is aiming to disrupt the eco-friendly market with its vibrant branding and plant-based products. Founded by former ad executives Jordan Woolley and Catherine Barr, the brand is packaged in eye-catching illustrated tins, distancing itself from the typically dull designs of conventional detergents. The product is plant-based, biodegradable, and features a perfume-grade fragrance, targeting consumers who prioritize sustainability and skin sensitivity. The design, led by Amsterdam-based graphic designer Marta Veludo, emphasizes a playful visual identity while ensuring the branding remains legible. The tin's large surface allowed for a striking female character illustration, enhancing the brand's rebellious tone. With a one-litre tin priced at £15.50, Eat Dirt positions itself as a premium option compared to mainstream brands like Persil, which retails at £6.29 per litre. Eat Dirt is designed to appeal to eco-conscious consumers interested in the origins of their products. The founders are pursuing partnerships with delis, home concept stores, and slow fashion retailers, rather than traditional grocery outlets, to align with their target market's values. Their approach reflects a growing trend where consumers demand less plastic waste and environmentally friendly formulas.