SECOND NATURE 1.0
From a small startup to the nation’s largest air filter subscription service, Second Nature redefined home wellness in the D2C market through its data-first mindset.
By leveraging metrics to drive decisions, the company transformed what was an unknown startup into a sophisticated national brand. With significant capital backing, they expanded beyond HVAC filters, launching premium fridge water filters and the industry’s first Magic Filter, a patented foldable design.
Fridge Filter Box
Each Sip Fridge Water Filter label and packaging design is bright and exciting for the younger consumer. Who doesn’t love fridge filters!?
‘It Matters’ Fridge Filter Ad
‘Long Live the Home’ Campaign
A creative and fun approach to air filters and fridge filters’ cleaning abilities.
Originally conceived for Second Nature.
Fridge Filter Ads
A collection of both air and fridge filter ads, eye-catching and colorful to stand out amongst the competition. Using different approaches, the ads leaned into the educational side (coconut fibers as a filtration medium), or played up the dual product pairing as a way to encourage customers to subscribe to both product offerings.
‘It Matters’ Ad Set
‘It Matters’ Social Ad
The highest quality water filter, targeting mothers who deserve the cleanest water for their baby’s formula.
Packaging Insert
A two-sided flyer included with every filter shipment to increase social engagement and customer retention.