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Seventh Generation Products

2013 marks Seventh Generation's 25th Anniversary – and what better way to celebrate than with awesome new packaging and graphics that show the world how proud we are of what we do!


New Seventh Generation bottles and packages have been popping up here and there for the last few weeks. The bold, can't-miss designs make it easier than ever to find your favorite Seventh Generation products, and it won't be long before you see our entire lineup of new packaging on shelf!


Why new packaging? Seventh Generation President and CEO John Replogle explains it best when he says, "Our new packaging really brings out the best of Seventh Generation, embracing both our commitment to the most sustainable packaging in the industry as well as the beauty of the natural formulations in each of our products. As we celebrate our 25th year of pioneering a better way, our new packaging brightly leads the way."


Created by Seventh Generation's own design team of Jeff Holmes, Sara Mathieu and Jason "Rucchi" Routhier, and Packaging Director Peter Swaine, the new packaging is getting outstanding reviews. We’re thrilled to announce that it has won a 2013 American Package Design Award from Graphic Design USA Magazine.


The packaging also celebrates our Vermont heritage – something of  which we're justifiably proud. Our new leaf is the work of Vermont native and award-winning artist Peter Huntoon.  Vermont photographer Ken Burris takes the honors for the natural images on our labels. The little ones that grace our baby products are real Vermont "products," not models. They were shot with infinite patience by Vermont photographer Shem Roose.


Graphic Designer Jeff Holmes talks about one important decision that took place while coming up with the new look, "We know how deeply our customers associate the leaf with our brand, so we decided to make it even more meaningful. Our new leaf is, literally, a work of art."


The leaf was painted for Seventh Generation by native Vermont artist Peter Huntoon who worked closely with us to create something unique and special that was ours and ours alone. If you look closely, you'll be able to see the intricate detail and brushwork that bring out the subtle variations in color – much like a real leaf. If you're ever in Burlington, Vermont, stop by our offices and we’ll show you the entire gallery of leaves that Peter created before we settled on just the right one.


And while our packages have changed, you’ll be delighted to know that the formulas inside them have remained the same – with two minor exceptions.  We increased the biobased content in our Automatic Dishwasher Gel and in our Rinse Aid. You can expect the same great performance from both products – and enjoy using them even more knowing that they contain more plant-based, rather than petroleum-based ingredients.


We've designed our new packaging to be fresher, brighter, and easier to find, but we're still the same company. And one thing will never change: our commitment to creating a brighter future for the whole planet by developing products that make a difference from their production through to their purchase, use and disposal.


Have you seen our new packaging? Tell us what you think and take a look:

Laundry Detergent
Dish Liquid




Seventh Generation Block Logo

On a mission to create a more healthy, sustainable, and equitable world for the next seven generations and beyond.