Working alongside the client’s teams, we helped shift their brand positioning from functional benefits like “superior clean” to a more emotionally resonant narrative focused on self-care and identity. This change reflected a broader cultural tension between performance expectations and emotional wellbeing—one the brand was uniquely positioned to address. We introduced a new psychographic segment—Mindful Maximalists—whose values transcended age and income boundaries. Communications were rebuilt around emotional motivation rather than rational features, with messaging designed to speak directly to underlying identity conflicts and subconscious needs. Packaging and visual identity were reworked to avoid the high-performance aesthetic common in the category, which our research showed was inadvertently triggering purchase anxiety. Design principles emphasized emotional cues, sensory connection, and intuitive decision-making instead of technical superiority. We also transformed the influencer strategy, selecting voices based on psychological congruence with the target mindset rather than traditional reach metrics. This allowed for deeper resonance and increased engagement. Even product names were revised to reflect psychological need states rather than functional claims, creating a more coherent and emotionally satisfying experience.