I am so happy that you are here. At Santos and Co, we build dynamic brands through human centered strategy and bold AF design. 



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Alltrue rebranded in 2021 in order to embrace growth and create an all-inclusive, community-centered and impact-driven brand. They embodied the idea that their business had become so much more than a subscription box.

Rebranding for any business is a risk, but Alltrue decided to take the leap and embraced what makes them different which opened up the doors to create a bigger impact than they could have done under “Causebox.” It’s time to make innovation part of your strategy, stop worrying about what everyone else is doing, and find new opportunities for growth and unique ways to serve your audience

Doing things differently is what makes you stand out. 

Gone are the days of old-school, traditional, boring-a$$ “professionalism.” I know this is easier said than done, but start infusing who you are into your business. People want to connect with the brands they buy from. They want to feel seen and represented, they want to feel as if you get them. So, how do we do this? 

• Don't be afraid to infuse your own voice and language into your business, you are a human first and your business should feel like a sustainable place for you to exist and be who you are.
• Personality can be shown in various ways. From the content you share, your brand colors, your messaging, your company’s culture, and every other brand touchpoint your audience comes into contact with. Ask yourself, how and where can I embody my humanity in my business?

Branding is a full experience filled with personality.

Your values, your mission, and your purpose matters. 

Alltrue understands that as a business, they have the power to change the world by putting people and the planet first. They ensure each product that they source is made from sustainable, ethical, and good for you ingredients and materials. 
Overall, it is easy to see why they are the most sought-after subscription box with over 28,000 people on their waitlist. Alltrue has nailed the idea of being a human-centric brand, filled with personality.

People subscribe to Alltrue not just because they enjoy the products but because of the community the brand has created. They know their purchase makes a difference — it empowers female artists, it supports sustainable brands, it makes the world a better place. The brand has built not only a successful impact-driven business but a community of advocates who believe in the same values and ethics as them.

 So, what can we learn from this brand? 

People are over brands that are just here to sell a product or a service. People are learning the value that money has and the impact that it can create — they are learning to vote with their dollars. Each purchase is becoming more intentional and purposeful. What does this mean for you? 

• Identify your mission and your purpose — why is what you do incredibly important to you, who is it that you want to help, what makes you different?
• Whatever your values and mission are, be sure to communicate them clearly and proudly.
• Make sure that those values are being used in every decision your brand makes.
• Stop worrying that speaking out about your values and your mission will exclude your audience. If it does, then those weren’t your people.

3. Driven by their impact

2. Ethics and values are communicated proudly

1. Their personality is shown through every brand touchpoint

There are three elements that we look at when assessing whether a brand is a “Good Human-Centered Brand.” Is it packed with personality, does their values serve as a decision making guide, and is the business as a whole driven by impact. Alltrue hits the mark on all of these. 

Everything from their messaging, copy, and branding, to their packaging and products, embodies their purpose of putting people and the planet first and their mission to “build a community that brings truth, kindness, and goodness to everything [they] do.” Let’s dissect each one a little more: 


When you look at Alltrue you see a brand that is bubbly, bold, welcoming and is overflowing with the human touch. Their brand colors represent colors that happen naturally in nature from the green in the trees, the purple wildflowers in spring, the yellow and orange hues of the sun. 
Their brand messaging and copy paired with their bubbly typeface shows off their welcoming and optimistic personality. It feels like you’re talking to a long-time friend who somehow makes changing the world an easy task. 
and finally my favorite part — their packaging and illustrations for the human touch. Pre-pandemic, each box was designed in collaboration with a small female artist (read about their Artist Residency here). Although, this initiative has been put to a halt — I hope that they continue to do it as it adds a personal touch to the brand and make the boxes worth keeping around the house. Their hand-drawn illustrations showcase the community the brand has built and illustrate the company’s values. 

We have seen it over and over again businesses talk about how much they value sustainability and ethics only to let us down when we do more research on how they operate behind the scenes, how they source their products, and how they market to their audience. 
It wasn’t hard to find Alltrue’s values — they are clearly and easily stated throughout the entirety of their website and Instagram. They have a whole page dedicated to their impact, which is backed up by a whole other page on their banned ingredients, and company standards when it comes to sourcing the most ethical and sustainable partners. 
When it comes to how they market to their audience — They involve their customers in the conversations, asking them for feedback, making space for conversation, and allowing them to feel seen, heard, and truly understood. 
When it comes to ethics in marketing — the goal goes beyond conversion but rather building connections with the audience. Alltrue doesn’t manipulate their audience, build FOMO, or guilt them about all the other “unsustainable” products they might be buying. Instead, they are clear about what they do and why they do it and allow their audience to make the conscious and informed decision to buy from them. Which they do (over and over again) without feeling like shit in the process.

If you’re into bold branding, a strong mission, and a business determined to make a serious impact — I’d like to Introduce you to Alltrue (previously known as Causebox).

Alltrue offers seasonal boxes packed with sustainably made and sourced goods. I fell in love with this brand from the very beginning when they were still Causebox and have been a follower of their journey since. Their growth over the years is one to take note of as they continue to add efforts that positively impact the communities where they operate, the businesses they support, and work towards leaving the world a better place. 

In terms of branding, they are a perfect example that sustainability doesn’t mean boring and minimal. Everything from their bold colors to their bubbly custom typeface and awesome hand-drawn illustrations communicates beautifully the brand's values, personality, and purpose. 

Okay, I think now that I have hyped them up enough we can get to the reason why we are all here.  

In this first edition of “Good Brands Making Bold Moves,” I want to walk you through what makes Alltrue human-centered in all that they do and discuss why this makes them one of the most sought-after quarterly boxes. Plus, some actionable steps for you to implement some of those strategies into your own business.

A Case Study: AllTrue 

Good brandS making bold moves



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We interview Mariela De La Mora, Life & Business Coach for daughters of immigrants and first gen who are working towards unlearning conditioning that's holding them back from stepping into the thought leaders they really are. 

Mariela De La More: Chats with Big Thinkers



"You can be successful on paper, get all the good grades, do all the "right things," you can get the (perfect) job and still feel like you're living somebody else's life." 

We interview Mariela De La Mora, Life & Business Coach for daughters of immigrants and first gen who are working towards unlearning conditioning that's holding them back from stepping into the thought leaders they really are. 

The Core Values of Santos & Co