Aweh: practical, affordable, and sustainable cleaning— approved by grandma.
Keywords:
Rebranding, Communication Strategy, WhatsApp Marketing, Circular Economy, Returnable Packaging, Digital Passport, Sustainable E-commerce.
- Strategic Rebranding & Visual Identity
- User Experience Design (E-commerce UI/UX)
- Label Design & Graphic Deployment
- WhatsApp Marketing Strategy & CRM
- Loyalty Marketing & Circular Economy
Starting point
- Alfe Aseo built, for years, a solid reputation in the heavy-duty cleaning market for surfaces, textiles, and personal care. However, their clientele was strictly limited to the institutional and corporate sectors. Their goal was twofold: to renew their image and successfully penetrate the household market in Latin America.
- On the other hand, within an increasingly conscious consumer landscape, the company understood that to step into the future, it needed a disruptive leap. The objective wasn’t just a modern name change, but a radical transformation of their business model toward real sustainability—integrating reusable packaging technology with environmental traceability.
- Faced with this strategic turning point, Epigrama Studios led the birth of Aweh, the definitive evolution of Alfe Aseo. At Epigrama, we took on the challenge of designing Aweh’s visual and narrative universe, alongside the graphic deployment of its labels, the overhaul of its e-commerce platform to enable returnability, and the comprehensive 360° communication strategy for the relaunch.
Challenge / Opportunity
- We had to communicate with absolute clarity that the aesthetic evolution and name change brought a superior value proposition, while keeping the deep-cleaning power already validated by households intact.
- A major challenge was to move past standard eco-jargon and connect the brand with practical, intelligent action and common sense—high-quality products with a traditional heritage, backed by sustainability as a powerhouse plus.
- The great opportunity lay in designing a frictionless omnichannel experience where the physical and digital worlds coexisted seamlessly. This meant solving complex industrial and interactive design hurdles: embedding an educational reuse narrative within the limited space of a label, completely redesigning the e-commerce platform, and orchestrating a massive digital automation strategy that turned sustainability into a direct financial benefit for the consumer's pocket.
What We Did
We structured and executed the comprehensive brand transformation through a strategic design ecosystem:
- Visual and Narrative Universe: The branding process began by defining a brand personality that broke away from ecological clichés and corporate coldness. We designed Aweh's visual universe and tone of voice under a deeply endearing premise: honoring and rescuing the wisdom, trust, and traditional secrets of "grandma's advice," powered by the high scientific effectiveness of deep-cleaning formulas and the practicality of the circular economy..
- We developed a brand narrative that appeals to true common sense, where household warmth meets returnability. The result was a fresh, honest, and magnetic verbal and visual system that transforms disinfection into a conscious act of care.
- Label Design & Graphic Deployment: In partnership with label manufacturers, we researched user-expected claims and created a memorable, clean, and functional packaging system that intuitively communicates circularity instructions.
- Returnable E-commerce Overhaul: We redesigned the user interface and experience (UI/UX) of the online store to enable a shopping cart fully adapted to the circular economy.
- WhatsApp Marketing & CRM Automation: We configured segmented databases, quick replies, and interactive catalogs to optimize recurring direct sales.
- (In Progress) 360° Communication Strategy: We deployed the omnichannel relaunch campaign in tactical phases, ensuring a successful transfer of trust from day zero.
1. Visual and Narrative Universe: Grounding Aweh’s Identity
The branding process began by defining a brand personality that moved away from the boring, traditional codes of the cleaning sector, removing the pressure of "eco-guilt" as the main touchpoint.
We designed a contemporary, clean, and memorable visual universe under the concept of "cleaning with common sense.".
We established a strong typographic system and a vibrant color palette that transmits disinfection, purity, and green tech. Narratively, we built the discursive pillars that present Aweh as an honest, mature, and conscious brand—reminding the consumer that caring for the home and caring for the planet are the exact same action.
We created a messaging bank for various applications that reinforce the brand narrative, featuring taglines like "Action drives mastery," "less plastic, more common sense," "this bottle is shared," and the emotional core "approved by grandma.".
2. Graphic Deployment and Intelligent Label Design
Packaging design for circular economy models demands that the label be much more than an aesthetic element; it must function as a dynamic instruction manual.
We developed the graphic deployment for Aweh’s entire product line (surfaces, textiles, and personal care) and optimized the packaging's information hierarchy. This allowed users to immediately identify two key components: the heavy-duty power and specialty of the liquid, and the value of the reusable container. The design integrated a clear iconographic language that educates the consumer on the bottle’s lifecycle, turning the physical label into the first touchpoint of the brand's environmental traceability system.
3. E-commerce UI/UX Overhaul for Returnable Models
One of the key decisions was to preserve the initial brand "Alfe Aseo" within the Aweh ecosystem. Alfe became the overarching cleaning supply store, and Aweh its flagship brand. This allowed us to honor Alfe Aseo’s heritage while keeping the door open to expand the portfolio with future brands.
We structured a clean interface where users can intuitively select whether they are buying a product for the first time (purchasing liquid + bottle) or refilling (returning an empty bottle in exchange for a direct discount). By simplifying the rules of the game on the digital platform, we eliminated friction from the purchasing funnel, making container returns easy, fast, and rewarding.
4. WhatsApp Marketing Strategy, CRM, and Linked Catalogs
To boost the retention of the historical database inherited from Alfe Aseo, we converted WhatsApp into a strategic, high-conversion CRM tool. We performed a deep clean of the contacts and segmented them according to their purchasing habits and preferred categories.
We configured automated welcome replies and exclusive transactional templates. Furthermore, we structured the interactive catalog within WhatsApp Business, linking SKUs directly to the updated e-commerce cart. This allowed traditional users to seamlessly restock and manage bottle returns in just a few clicks.
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5. Omnichannel Relaunch and 360° Communication Strategy
We orchestrated the definitive relaunch through a 360° communication campaign executed in tactical phases (teaser, reveal, adoption, and post-purchase). We designed dynamic multimedia pieces and short-form interactive assets (Short Videos) that combined high-fidelity product footage with agile motion graphics.
The content strategy focused on generating utility through "deep home-cleaning hacks," justifying the rebrand and organically attracting conscious consumers. We rewarded the loyalty of the historical community by sending out preferential activation codes, successfully driving the traditional market to proudly adopt the new identity and actively join the reuse culture.
Results Achieved
- Flawless Brand Transition: We successfully migrated users into the new Aweh ecosystem, maintaining repurchase metrics while capturing a new market niche focused on sustainable consumption.
- Operative & Revamped E-commerce: The new digital platform solidified itself as an efficient, automated channel, processing orders and autonomously managing credits and discounts for reusable bottle returns.
- Validation of Reuse Culture: The graphic deployment on the labels and the clarity of the 360° strategy successfully educated the end consumer, yielding high container return rates and positioning Aweh as a real-world success story of the circular economy with environmental traceability in Colombia.
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