Aunt Fannie’s Launches New Branding, Tagline and Marketing Campaign

‘Healthier Housekeeping, Healthier Everyone’ theme centers on home health and the well-being of families, while educating consumers on the benefits of balanced, natural indoor microbiomes

Portland, Oregon, UNITED STATES

PORTLAND, Ore., Jan. 08, 2018 (GLOBE NEWSWIRE) -- Aunt Fannie’s; on a mission to create healthy homes, restore the biome we live in, recharge our immunity and strengthen our families with the most environmentally-friendly and human-friendly cleaning and pest solutions on the market, today unveiled its new brand initiative and visual identity. The new brand platform includes an updated logo treatment, redesigned product packaging and displays, and new interactive website intended to amplify Aunt Fannie’s leadership position in the natural, healthy cleaning and pest control market. Attributes including healthy living, trusted, safe and accessible are the focus of the campaign, which includes new marketing, and a focus on home health, the well-being of families and consumer education on indoor microbiomes. The theme is reflected in the company’s new tagline, ‘Healthier Housekeeping, Healthier Everyone.’

The brand revamp follows a period of rapidly increasing product and brand awareness for Aunt Fannie’s in both domestic and global markets, and will support the introduction of an array of game-changing new products.

Aunt Fannie's product innovations enhance the health and natural balance of home and office microbiomes by creating biodynamic, evolutionarily-adapted cleaning and pest solutions from unique, whole, and food-based ingredients. The company’s formulations are modernized, microbiomic, and rated best-in-class as the healthiest and safest option for our homes, our bodies, our families and our pets.

“Our fresh new branding reinforces our position as a health-centered brand, reflects our growing global leadership, and strengthens our connection with our customers as they grow in health consciousness,” said Mat Franken, CEO of Aunt Fannie’s. “While many of our competitors focus on discovering the next new manmade chemical that will destroy every living organism in your home, our research is centered on understanding the evolution of our relationship with those organisms, and then formulating whole, natural solutions that restore a fresh, healthy balance in your environment. A key pillar of our new brand initiative will be educating consumers on how our approach is critical in a holistic approach to overall health and wellness.”

Since its launch in 2013, Aunt Fannie's has emerged as a clear industry leader in natural, healthy cleaning and pest control products. Its entire lineup of healthful, microbiomic cleaning solutions secured more "A" ratings than any competing brand in a scientific evaluation across three cleaning product categories by the Environmental Working Group (EWG). An “A” rating means a product has the Lowest Concern with few or no known or suspected hazards to health or the environment and offers comprehensive ingredient disclosure.

Aunt Fannie’s partnered with Minneapolis-based branding agency The New Normal on the new brand identity, which was developed after Aunt Fannie’s analyzed how the company's existing brand and messaging resonated with consumers and employees, as well as natural, home and mass retailers.

About Aunt Fannie’s
Born out of a years-long journey to understand and resolve his family’s mysterious and life-threatening medical conditions, Mat Franken founded Aunt Fannie’s in 2013. His mission is to educate and re-enlighten us all to what our ancestors understood. That a chemical-filled, hyper-sanitized home destroys the beneficial, human-friendly microorganisms our homes and families need for amazing health. Mat and his team have developed a family of microbiomic cleaning and pest solutions for households, food service establishments, and food manufacturers that work beautifully and promote a healthy balance with our bodies and indoor environment. Rated “A” by the Environmental Working Group (EWG), Aunt Fannie’s can be found in more than 1,250 retailers nationwide, including Whole Foods, Bed Bath & Beyond, Safeway, Albertson’s, H-E-B Grocery Stores and Hy-Vee. To find a retailer near you, please visit – and join our family by following us on Twitter, Instagram, & Facebook.

Susan Donahue
Skyya for Aunt Fannie’s
ph: (646) 454-9378