Johnson Clean is an established cleaning product brand with a loyal customer base. Most of its sales occur online. Johnson Clean is the only cleaning product brand that is headed by a fragrance expert who has turned fragrance into the dominant factor in the brand’s products. The focus on fragrance sets the Johnson Clean brand apart from its competitors. The allure of the floral fragrances combined with the frequent launches of new scents, reminiscent of the skin care industry, have created an emotional bond that does not normally occur in the world of cleaning products. Our challenge was to empower the existing brand assets while organizing the brand, its product lines and diverse products that had been lacking differentiation thus far.
We converted Johnson Clean’s strength, the fragrance, into the mainstay of the new branding. We reorganized the brand architecture by series of fragrances, grouping the cleaning products by scent. Each fragrance series received its own differentiating color palette and visual-sensory world to accentuate its characteristics. We shifted the equilibrium of the brand to the world of fragrances, so that the brand was elevated to a whole new level of desirability and value-for-money perception despite the products having remained unchanged.
We created a visual language that corresponds with the worlds of grooming and perfume, through the font, the logo and the minimal use of color carefully chosen for the super-brand which conveyed a much more exclusive, refined message. While updating the logo, we preserved the original symbol but gave it a relevant twist to connect it to the values of the new world.
We created a visual language that corresponds with the worlds of grooming and perfume, through the font, the logo and the minimal use of color carefully chosen for the super-brand which conveyed a much more exclusive, refined message. While updating the logo, we preserved the original symbol but gave it a relevant twist to connect it to the values of the new world.
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