Brand Packaging

Household Cleaners

January 1, 2008

Household Cleaners

The Power of Clean
They may dispense like a tissue, but Procter & Gamble’s new Mr. Clean Power Multi-Surface Wipes are up to the toughest cleaning tasks. A bright blue polypropylene container with an easy-glide dispensing top eliminates difficulties in accessing the product (no more pinched fingers) and a large graphics panel enhances impact on-shelf.
A Natural Inspiration
Williams-Sonoma Pure & Green is a collection of cleaners, lotions and candles made with healthy living in mind. Each product is formulated from naturally derived ingredients with six scents inspired by favorite culinary combinations. Packaging echoes the design: Raison Pure (www.raisonpure.com).
Countertop Chic
Stock and semi-custom opaque HDPE bottles with decorative all-over graphics elevate Daub & Bauble’s cleaning products from everyday to countertop chic. The line is made up of hand wash, hand lotion and dish detergent. Wraparound pressure-sensitive labels constrain all product information to one small vertical panel; the balance of the label is reserved for graphics. Graphic design: Wink (www.wink-mpls.com). Label printing: Master Craft Labels (www.mclabel.com).
Spring Cleaning, Made Simple
Mrs. Meyers Clean Day Spring Cleaning Kit handily packages a window spray, liquid dish soap, counter top spray and an all-purpose cleaner in a carton-board tote with convenient carrying handle. Cleaners are made with natural essential oils, are biodegradable and phosphate-free and not tested on animals. Bold, straightforward visuals and copy tell the story of honest, hardworking products that “work like the dickens on dirt”. Package design: Werner Design Werks (www.wdw.com).
A Green Approach Goes Mainstream
Made from plant-based ingredients like coconut and lemon oil and packaged in recyclable containers, Clorox Green Works represents the first entry into the “green cleaning” category by a major CPG. Endorsed by the Sierra Club (a first for a household cleaning product), the products are priced and positioned to move natural cleaning into the mainstream.
Pull the Trigger
SJ Johnson has put a little power in the trigger of its new Oust Carpet & Upholstery Odor Eliminator packaging. Designed specifically for use on carpets, rugs, upholstered furniture and other fabrics, the product features a battery-powered trigger spray that can be held for continuous release or squeezed and released as needed. Two AA batteries will spray about five refills; to avoid accidental spraying when not in use, the trigger can be locked.