A Case Study in
Yellow, Green, White and Blue

The Challenge

Our client had the task of reinvigorating a once-iconic laundry and dish wash brand under intense competitive threat. The goal – a master brand positioning that could re-assert the brand’s heritage, making it feel freshly relevant.

The Unlock

Rich, evocative imagery was used with the client and consumer to peel away stereotypes associated with cleaning and lemon, a key brand equity. Visuals cracked the case open, enabling us to re-express the brand’s assets, including freshness, simplicity, timelessness and sunlight, in ways that transcended function and were highly emotional — and therefore extremely powerful.

The Unlock

Rich, evocative imagery was used with the client and consumer to peel away stereotypes associated with cleaning and lemon, a key brand equity. Visuals cracked the case open, enabling us to re-express the brand’s assets, including freshness, simplicity, timelessness and sunlight, in ways that transcended function and were highly emotional — and therefore extremely powerful.

The Result

We reinvigorated the brand by creating a visual positioning and vibrant visual glossary for the brand that said far more than overused cleaning buzz words.