Blueland tells a gorgeous and instructive story about sustainability

By establishing a trustworthy sense of calm, Blueland clearly explains how, through cleaning products, customers can save the things they care about most—money, space, and the environment.

Blueland Home Screen on Background

Observations:

Blueland powder dish soap being poured on a sponge over a stainless steel sink full of dirty dishes

The first content section effectively shows the product range and how each product works, headlined by engagingly informative graphics.

You Can Have it All: Scientifically proven clean, conscious ingredients, earth-friendly packaging, and refills start at $2

Blueland calls out affordability alongside characteristics typical of higher-end, more expensive cleaning products.

Blueland multi-surface cleaner being used to spray down a dirty stove top

Fantastic imagery puts the product in the hands of the visitor. The in-use photography puts us behind the bottle as though we're using it.

Screenshot of Blueland's complete product bundle on their homepage

Offering a bundle on the home page is a great way to accomplish multiple objectives at once. The list of items shows the full range of products in one place, and it makes it dead simple for customers to purchase many things at once, increasing AOV. 

Guidelines used:

Observations

Communicating value

  • The hero heading serves as a value proposition—indicating they're a company that prioritizes sustainability—as well as a call to join them on their mission.
  • The first content section effectively shows the product range and how each product works, headlined by engagingly informative graphics.
  • In the "We reimagined..." section, Blueland calls out affordability alongside characteristics typical of higher-end, more expensive cleaning products.

Engaging the audience

  • Fantastic imagery puts the product in the hands of the visitor. The in-use photography puts us behind the bottle as though we're using it.
  • Offering a bundle on the home page is a great way to accomplish multiple objectives at once. The list of items shows the full range of products in one place, and it makes it dead simple for customers to purchase many things at once, increasing AOV. 
  • The mission section at the bottom brilliantly places the visitor at the center of the story, calling them to action to fight for the environment. Blueland merely provides the tools to accomplish their customers' goals.

Making it memorable

  • Blueland creates an experience that feels calming and natural. Muted tones, bright blues and yellows, and background images of the ocean are a constant reminder of their environmental ethos. 
  • Design is a driving force for desirability. It's much easier to switch to a product with "forever packaging" when that packaging is beautiful. Blueland uses design to make sustainability accessible and alluring.

Attributes

Style:
Mainstream Immersive
Department:
Home & Living
Platform:
Shopify
Tools used:
Google Analytics
FullStory
VWO
Klaviyo
Country of Origin:
United States
Connect with the brand: