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How we decide when a product needs a new brand

Blue Grove is a house of brands. Every product needs a home where it makes sense to the shopper, and sometimes that means building a new one.

By the Blue Grove team · 3 min read

One brand, one clear promise

Each of our brands stands for one thing. Good Batch is about straightforward, quality ingredients for makers, gardeners and DIYers. Fresh Habit is about keeping the home fresh, from laundry to the kitchen and beyond. A shopper should know what to expect the moment they see the name.

The questions we ask

• Does it fit an existing promise? If a product makes sense to a Good Batch or Fresh Habit customer, it joins that brand.
• Is there a real need? We look for problems shoppers have that current products are not solving well.
• Can we do it well? We work with vetted suppliers and review the documentation behind every ingredient before a product goes to market.
• Would it confuse the brand? If adding it would blur what a brand stands for, it is a sign the product needs its own name.

When we build something new

When a great product does not fit anywhere, we create a new brand around it, with its own name, look and voice, designed for the people who will use it. That keeps every brand focused, and it is how our portfolio grows.

Have a product idea or want to partner with us? Get in touch.