Laundry detergent sheets have rapidly gained popularity as consumers seek more convenient and sustainable alternatives to traditional liquid and powder detergents. The format eliminates measuring, reduces mess, and minimizes packaging waste without compromising performance.

Easton saw an opportunity to build on this growing category by creating a premium brand that went beyond sustainability—one that emphasized garment-specific care and performance while appealing to style-conscious consumers.

With only 60 days before the Curve Trade Show, JD&Co. Creative kicked off the project with an intensive Brand Strategy Workshop involving Easton’s senior leadership. Together, we defined the brand’s positioning, values, tone of voice, target audience, and the naming and design principles that would guide the entire program.

Working in parallel, brand naming and visual exploration quickly revealed an opportunity to position the brand around garment-specific performance rather than generic sustainability. Just three weeks into the engagement, we introduced the name Cheat Sheets and developed a comprehensive visual identity system.

The stacked wordmark evokes neatly folded laundry, while the slanted oval monogram references a floating soap bubble. Rather than functioning as a conventional logo, the oversized wordmark is intentionally cropped into fabric-inspired graphics, creating the illusion that it is woven between layers of fabric—a playful expression of the brand’s connection to garment care.

Distinctive textile-inspired patterns differentiate each SKU while adding depth and movement to the packaging. A custom iconography system communicates product benefits and usage through simple visual cues, and the identity was extended across packaging, travel packs, social media, out-of-home advertising, and a responsive e-commerce website to create a cohesive brand experience.

Cheat Sheets distinguishes itself in a category dominated by eco-focused detergent brands. Rather than competing solely on sustainability, the brand positions itself as a premium, convenient solution tailored to specific garment care needs, including Swim, Gentle, and All Purpose.

By combining performance, sustainability, and fashion-forward design, Cheat Sheets established a distinctive position within an increasingly competitive category. Following its successful launch at the 2023 Curve Intimates Trade Show, the brand expanded into retail and is now available through Amazon and other major retail channels.

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