- By showcasing the Clorox brand, which equals bleach to the consumer, and by selecting a structure that showcases the familiar highlighter-like pen, we allow the consumer to instantly understand this useful new household “tool.” Retail display in both household and laundry locations dictated graphics that enhance its acceptance in each, neither detergent nor hammer, yet undeniably both.
PACKAGING DESIGN, PRINT CONSULTING
- Clorox2 was fading among the rising competition. Our solution was to adopt the parent brand’s blue diamond and bright chevrons, unify their bleach family to maximize awareness, and fully leverage existing equities. The existing “2” designation appeared to communicate “2nd rate” rather than “version 2.0.” Re-imagining it as a scientific notation allows “Clorox Bleach For Colors” to be the primary read through while still signifying advanced technology worthy of the category leader.
BRAND REDESIGN, PACKAGING, PRINT CONSULTING