Packaging Design — Clorox

In 1913, Clorox made its debut on grocery store shelves as a new concept to the public. The current logo design does not represent the product or the cleaning abilities their bleach can provide. Clorox is accessible to all, with their target marking featuring a wide variety of ages and not specific to gender.

For the purposes of this project I wanted to give Clorox a much narrower target market and focus exclusively on newlyweds. The goal of the rebrand is to bring a delicate, luxurious, sleek, classy and modern tone to the mundane household item of bleach. With the new logo I chose to a typographic approach and made both of the o’s in the name into wedding rings. The ring elements are then duplicated onto the packaging design as secondary logos. The packaging would be sold in pairs (wife and husband, husband and husband, wife and wife) and together both boxes create a full ring.

The tagline seen throughout my branding is “Keep Laundry White Long After You Say I Do.”