Clorox
rebrand

Redefining cleaning supplies

Project Brief

Clorox sees itself as a leader in the household cleaning industry, yet that paradigm is not reflected through its logo and packaging. They go to great lengths to educate customers on good hygiene, but the brand fails to support the company’s claim. The Clorox rebrand seeks to differentiate the brand from its competitors and to completely revolutionize the household cleaning industry.

Date

Summer 2016

Duration

14 weeks

Roles

Design research
Visual design
Packaging design
Prototyping

With over 50 products, Clorox is struggling with…

Chaotic category

The current Clorox product category is extremely chaotic. Ambiguous product name often times confuses consumers rather than helping them to differentiate.

Unsavory packaging

Clorox’s product packaging looks identical to its competitors. To give Clorox an edge over its competitors and to establish itself as a leader in the household cleaning industry, the current packaging design requires a major update.

Dated logo

The combination of diamond shape background and slanted bold typeface conveys a sense of power and strength. However, its execution causes the brand to feel out-of-date and fails to resonate with the new generation of customers.

Introducing a new

Fully control

With two size of holes on the lid of the crystal bleach package, it gives users more control over the load of the pour.

Fully control

With two size of holes on the lid of the crystal bleach package, it gives users more control over the load of the pour.

Identify at a glance

With a new system of graphic application, users can now identify their products easily even when they are stacked closely on a shelf.

Identify at a glance

With a new system of graphic application, users can now identify their products easily even when they are stacked closely on a shelf.

Pour with ease

The radius at the bottom of the bleach concentrate helps users to pour liquid out with ease. There is also a measuring cup attached in between the handle space for mixing purpose.

Pour with ease

The radius at the bottom of the bleach concentrate helps users to pour liquid out with ease. There is also a measuring cup attached in between the handle space for mixing purpose.

Anatomy

Brand color

Typography

Brand attributes

Clorox’s leading product is mostly table salt — a natural element that disinfects germs, filth and other contaminations. Think of your cleaner as detox for your precious home. Clorox cleanses and keeps you and your family protected.

Elemental

Protective

Cleansing

Conscious

Calculated

Empathetic