WISHING WELL

A bold dive into the laundry industry

Wishing Well gives first-time adulters a solution that is just as effective as what they’ve been raised with, but without the harmful ingredients, clunky plastic containers, and stale personality. From the skin-friendliness of the formula to the perfectly sized ultra-concentrated bottle and balanced fragrance, every component of the detergent carries a purpose.

Wishing Well didn't need a brand story. They needed a brand fairy tale.

Once upon a time...
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There were three best friends who wished for more out of their cleaning experience.
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Their wish was simple: a laundry potion that was perfectly crafted for their clothes, their health, and the environment.
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They waited for the corporate fairy grandmothers to bibbidi-bobbidi-boo it on the shelves, but the prince charming of a product never came.
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So they made their own wands, and granted their wish themselves.
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With minimal ingredients, they whipped up the perfect blend: a formula of enzymes that were powerful & fierce against stains and smells, but gentle & friendly with their bodies and the environment.
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They called their potion Wishing Well, and now they use it to grant the wishes, of anyone who seeks more out of their cleaning experience.

Working with Fireside at Five on Wishing Well's branding was a dream come true, the entire process was a collaborative and seamless experience. From day one, they really listened to our vision and brought thoughtful ideas to the table that pushed the brand further than we could have imagined. The process felt like a true partnership, and the final brand is something we're incredibly proud of-it captures our story, our values, and the magic we wanted people to feel. We couldn't have asked for a better team to bring Wishing Well to life.