I set out to create a new kind of sustainable cleaning brand, one built for a younger generation that wants products to be clean, refillable, and planet minded, but also fun and emotionally resonant. Instead of the clinical, outdated feel of traditional household goods, this brand reframes cleaning through a bright, expressive, and modern lens.

I developed a full identity system centered on bold typography, bright color combinations, rounded silhouettes, and a playful, energetic tone that makes cleaning feel approachable rather than sterile. The visual language extends across product labels, messaging, and brand world assets, using approachable messaging and bright, intentional design to reinforce the brand’s values: safe formulas you can trust, and commitments that speak to the modern consumer. 

The result is a cohesive, joyful brand world that turns everyday cleaning essentials into lifestyle objects. Modern, sustainable, and intentionally crafted for people who care about clean homes, clean ingredients, and a cleaner planet.