Transforming the home goods category through clean messaging.

In collaboration with Jane Smith Agency, Korean fashion designer, influencer, and new mother Jong Min Baek founded Laveree to transform the laundry category. The idea was simple: formulas as gentle as they are effective, in elevated packaging that looks beautiful on the shelf.

Through copy direction, Pratt constructed messaging across all digital platforms that reflected the soulful nature of the brand, from clean ingredient education, to lifestyle affirmation, to how-tos. Social strategy was essential for leveraging evergreen messaging to consistently resonate with an ever--changing audience with evergreen messaging.