Seepje
Seepje , founded by Jasper Gabriëls and Melvin Loggies, has completely transformed the cleaning industry in the Netherlands. It all started with the discovery of the Sapindus Mukorossi fruit, also known as the "soap nut". This natural fruit produces soap (saponin) when it comes into contact with water, offering an environmentally friendly alternative to synthetic cleaning agents. What started as a simple idea has grown into an international brand that puts both social and ecological sustainability at its core.
2016
Project start
Instead of using a large R&D department or extensive marketing campaigns, Seepje opted for a creative and cost-conscious approach. In the collaboration with Generous Minds, Seepje found a partner in innovation and sustainability, who helped the brand to distinguish itself in a competitive market dominated by traditional A-brands.
Seepje started its journey with a clear mission: to make the cleaning industry more sustainable without compromising on quality. Jasper and Melvin saw in Generous Minds a sparring partner who not only believed in their mission, but could also support them in the areas of brand development, packaging design, and sustainable strategies. This partnership was born when Generous Minds recognized the need to better define Seepje's brand value and provide a structure that would be suitable for a wider distribution in retail channels.
2016
Ontwikkeling iconische
Seepje fles
In collaboration with Generous Minds, a partner specialized in innovation and sustainability, and the renowned design studio FLEX/design, Seepje developed groundbreaking packaging solutions and achieved sustainable growth. Leading designers such as Ronald Lewerissa, Marcel Verhaaf and Jacco de Haan played an essential role in this process. Their expertise in packaging design and branding took the project to the next level. This partnership, which lasted for more than seven years, led to impressive milestones, such as the use of 132,725 kilograms of recycled plastic, saving more than 1.4 million liters of synthetic soap and improving the living conditions of dozens of families in Nepal.
This use case explains how Seepje, with strategic support from Generous Minds and the design team of FLEX/design, became a pioneer in the field of sustainable cleaning products.
The Beginning of Seepje
The origins of Seepje lie in a trip to Nepal, where Jasper Gabriëls and Melvin Loggies discovered the traditional application of soap nuts. These nuts contain natural saponin and have been used by local communities for generations as a cleaning agent. Jasper and Melvin decided to bring this simple but effective concept to the Netherlands.
Seepje started selling bags of dried soap nuts. Consumers could use these in their washing machines as a sustainable alternative to synthetic detergent. The concept caught on because of its authentic look and promise of being environmentally friendly. The early success motivated the founders to experiment further with new products, such as liquid soap.
The first liquid products were delivered in packaging that was a mix of cardboard and plastic. Although this design was in line with their sustainable ethos, it proved to be less than optimal in practice. The packaging was prone to leakage and had a higher ecological footprint than expected. These challenges led to a collaboration with a team of designers from Generous Minds, who were brought in to help Seepje develop a more sustainable and effective packaging.
2018
Development
Lottery Products
Collaboration with Generous Minds
The collaboration with Generous Minds and FLEX/design started with an ambitious goal: to design packaging that would be both sustainable and iconic. Generous Minds provided strategic advice, while FLEX/design brought in their extensive experience in product and packaging design. Designers Ronald Lewerissa, Marcel Verhaaf and Jacco de Haan played a crucial role in this process. Their combination of creativity and technical knowledge resulted in solutions that were both functional and visually appealing.
2019
Development Packaging
Handsoap and Dishwasher
Major Contributions
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Iconic Bottle Design: FLEX/design, led by Ronald Lewerissa, developed a bottle inspired by the shape of a soap bar, made of 97% recycled HDPE material. This design not only emphasized Seepje's sustainable mission, but also offered a practical solution to production and logistical challenges.
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Recycling-Friendly Design: The labels were designed to easily peel off during the recycling process. This innovative approach increased the quality of recycled plastic and reduced pollution.
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Strong Brand Identity: The packaging design was made to seamlessly connect with Seepje's brand values and visual identity. Our expertise in branding strengthened Seepje's position as a pioneer in sustainability.
FLEX/design worked closely with Jasper and Melvin to ensure that the packaging was not only aesthetic, but also fully in line with Seepje's core values. The rapid iterations and prototyping ensured that the development process was completed within four months, without compromising on quality or sustainability.
Generous Minds supported the process by providing strategic guidance and ensuring that the production and logistics of the new packaging were seamlessly integrated into Seepje's operations.
2020
Development Proposition
Cleaning & Personal Care
"The great work of Ronald Lewerissa and Marcel Verhaaf has made the Seepje packaging what it is today. A sustainable and commercially successful design that makes an essential contribution to our growth. Thanks in part to our packaging, we are on our way to becoming the most inspiring and impactful washing and cleaning brand in Europe!"
– Jasper Gabriëls, co-founder Seepje
Sustainable Product Development
The introduction of the iconic bottle was just the beginning. Under the guidance of Generous Minds, Seepje expanded its range with innovative products, such as fabric softeners and refillable packaging. Each new development was analysed using life cycle assessments (LCAs) to ensure that the ecological impact was minimal.
Innovations in the Range
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Refills: Seepje introduced refills that used 40% less plastic than traditional bottles. This encouraged consumers to reuse bottles, leading to a significant reduction in waste.
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Compact Products: By developing lighter and smaller packaging, Seepje not only optimized logistics but also reduced their ecological footprint.
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Smart Logistics: Generous Minds advised on efficient distribution processes, leading to lower transport costs and lower CO₂ emissions.
Results: In 2023, Seepje processed more than 132,725 kilograms of recycled plastic and saved 30,000 kilograms of virgin plastic. In addition, Seepje replaced more than 1.4 million liters of synthetic soap with eco-friendly alternatives.
Social Impact in Nepal
An important part of Seepje's mission is their impact on local communities in Nepal, where women harvest and process the Sapindus Mukorossi fruits. Thanks to the collaboration with Generous Minds, Jasper and Melvin were able to increase their social impact by creating economic opportunities and investing in sustainable projects.
In 2023, Seepje supported over 30 families in Nepal and planted 8,000 trees together with local communities. These efforts not only contribute to the restoration of local ecosystems, but also strengthen the long-term viability of the soap nut industry.
Seepje's commitment in Nepal goes beyond employment. They also invested in training and educational programs to help women develop skills that contribute to their economic independence. This model of social impact is an integral part of Seepje's mission to promote sustainability worldwide.
2022
New Products
National Lottery
Strategic Partnerships and Growth
Seepje's success is partly due to strategic partnerships. One of the most impactful collaborations was with the Postcode Lottery, which resulted in the production of more than 1 million gift boxes. This collaboration not only increased the brand's visibility, but also brought Seepje into contact with a wider audience.
In 2023, Seepje expanded to 12 international markets, including Spain, South Korea and South Africa. Generous Minds played a crucial role in this growth by developing strategies that emphasized Seepje's core values in different cultural contexts.
Figures:
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More than 15,000 points of sale worldwide.
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Expansion to 20 unique product variants.
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Annual sales growth of 85% for four consecutive years.
2023
Troubleshooting &
Optimization
Packaging Portfolio
Reflection on the Collaboration
The collaboration between Seepje and Generous Minds illustrates how shared values and co-creation can lead to meaningful impact. Jasper Gabriëls and Melvin Loggies combined their passion and vision with the expertise of Generous Minds, resulting in a brand that is both commercially successful and socially responsible.
Important Lessons
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Co-creation strengthens innovation : Sharing knowledge and resources accelerates sustainable growth.
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Sustainability and profitability can come together : Strategic choices enable a positive impact without compromising on commercial goals.
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Flexibility and problem-solving skills are essential : By seeing challenges as opportunities, Seepje was able to implement lasting improvements.
Conclusion
Through its partnership with Generous Minds, Seepje has proven that sustainability can be not only necessary, but also inspiring. With over 132,725 kilograms of recycled plastic, saving 1.4 million liters of synthetic soap and a lasting impact on communities in Nepal, Seepje continues to be an example of how businesses can create positive change.
Key Results
1. More than 1 million gift boxes produced.
2. 132,725 kilograms of recycled plastic processed in 2023.
3. 8,000 trees planted in Nepal.
4. Expansion to 12 international markets.
5. Reduction of 1.4 million liters of synthetic soap.
6. Annual sales growth of 85% for four consecutive years.
Seepje shows that sustainability can be not only necessary, but also inspiring. With a strong focus on innovation and collaboration, Seepje continues to work on their mission to create a cleaner world. They look at new technologies, materials and partnerships that can further increase their impact. By continuing to invest in both social and environmental sustainability, they set a standard for other companies to follow.
In addition, Seepje has set ambitious goals for the future, including reducing their CO₂ emissions by 50% by 2030 and making their product line fully circular. Seepje wants to continue to inspire and prove that a sustainable approach is not only feasible, but also essential for a better future.
2024
Wide Introduction
Personal Care
2017
Brandextentions
to all-purpose-cleaner
2021
Development Packaging
Alternative Materials