Felix JH Choi, Clorox Rebranding by Felix JH Choi

clorox rebranding felix jh choi packaging 2

Art Center College of Design

Copyrights

name e-mail website phone number instructor image sources final product photography additional photography

Felix Jung Hwan Choi cjlife88@gmail.com thisisfelix.com 213.294.5690 Ania Borysiewicz Google Image Search Jason Ware Photography Felix Jung Hwan Choi

typefaces used

Avenir Next, Gotham

pefrect binding

Felix Jung Hwan Choi

school

Art Center Copy Center 1700 Lida St. Pasadena, CA 91103

Table of Contents

006 008

INTRODUCTION Overview

010 012 014 016 018 020 022 024 030

RESEARCH Logo Analysis Product Analysis Packaging Analysis Retail Display Competitor Analysis Experiment Interview Case Study

036 038 040 044

BRAND DEVELOPMENT Un-Mindmapping Demographics Brand Key-Attributes

046 050 056

LOGO DEVELOPMENT Development Phases Final Logo

060 064 076

FORM DEVELOPMENT Development Phases Family Products

080 082 096 098 100

GRAPHIC APPLICATION Development Phases Poster Development Semi-Final Final Graphic Application

106

FINAL MODEL & PHOTOGRAPHY Process of Making Final Products Final Photography

108 110 114

Introduction

Overview

Introduction

The Clorox Company, based in Oakland, California, is an American multinational manufacturer and marketer of consumer and professional products with approximately 7,700 employees worldwide. The company’s fiscal year 2015 net sales were $5.7 billion, which ranked the company at #469 on Fortune’s 2015 Fortune 500 list. Clorox products are sold primarily through mass merchandisers, retail outlets, e-commerce channels, distributors and medical supply providers. Clorox brands include its namesake bleach and cleaning products, as well as Brita, Burt’s Bees, Formula 409, Glad, Hidden Valley, Kitchen Bouquet, KC Masterpiece, Soy Vay, Kingsford, Liquid Plumr, Mistolin, Pine-Sol, Poett, Tiles, S.O.S., and Fresh Step, Scoop Away and Ever Clean cat litters. In 2008, The Clorox Company became the first major consumer packaged goods company to develop and nationally launch a green cleaning line, Green Works, into the mainstream cleaning aisle. Clorox bleach has a wide range of sanitation uses that one might find surprising. As the world’s most available disinfectant, it plays a special role in a variety of unique environmental cases.

Research

Logo Analysis

Research

CLOROX has two logos. They both looks extremely similar but obviously different. Yet it is not discovered why the second logo is created. Clorox has a very strong colour compare to the other competitive products. The use of the strong blue, yellow and red colours pop out in the store. The definition of those colour choices are not yet found. The company has got its fame on manufacturing cleaning products but the logo itself does not contain any of those company directions embedded.

Product Analysis Most of the Clorox products are related to cleaning and hygiene. There is no solid form of a product belongs in their sales list. Most of their products are chemical related substances which mostly consist of liquids and powders.

The products we imagine after clorox are their packagings.

Packaging Analysis Their packagings are boring. The graphics are overdone and every single products has huge â&#x20AC;&#x2DC;cloroxâ&#x20AC;&#x2122; logo on it. Overall the packaging has vivid colour tones compare to the other similar products. Most of their packagings have a similar look but difficult hierarchy on read, which makes the buyers forced to read the cover to understand what the product is for.

Retail Display Clorox products are dominating the cleaning section on the store. The sections are divided into the area. Kitchen, Living room and Bathroom. Clorox compete with the other similar products in the market. However the buyers do not know nor care they have to buy the clorox product. The clorox products are camouflaged in the others products due to the similar looking packagings.

Clorox Display

There are handful clorox competitors in the market. However out of those, Lysol is the most biggest competitor in the market. Most of their products are almost similar with clorox. Some forms of the packagings are even identical.

Research

Competitor Analysis

Experiment I believe we are living in the world of social media nowadays. We literally upload every single things we come across on the Facebook, Instagram, Tweeter, etcâ&#x20AC;Ś The value of our lives are judged by how many likes we get, and we feel more alive with the numbers. I wondered how many likes would I get with clorox product. I compared the number of likes between brand new clorox product versus new apple product. The result was interesting.

Research

Interview 1 Yonee Lee (32) Freelancing Graphic Designer A house wife A cat owner

Research

Who cares about these cleaning products?

Interview 2 Joshua Stone Min (33) Concept Designer Pet owner

After all, Clorox is a toxic chemical. What if my dog licks or eat even a little bit of the chemical?

Research

Interview 3 Kelly Kim (24) Student Slightly OCD

Research

I use Clorox because they were the first thing I saw on the aisles in the cleaning section.

Case Study 1, Whole Foods We all know whole foods is a famous organic grocery market. Their hidden recipe on the huge success is on their marketing. They valued customers’ health and well being as their core strategy. They provided the experience beyond just ‘healthy food’. They combined the idea of motivation and empowerment via food.

Caring Healthy Motivation Sustainable High Quality

Case Study 2, Amore Pacific Amore Pacific is a giant Korean cosmetic company. The company owns over 20 kinds of cosmetic brands under. Each of the brands contain different styles of beauty. Their company value is to change the world through beauty, and they believe the mankind is in the centre of it. Their focus is to give the users feeling of being beautiful and improving with their products.

Beautiful Peaceful Natural Asian Basic Soft

Raw Fresh Caring Ethical Organic Hand Made

Research

Case Study 3, Lush Lush is an organic body care cosmetic company. They

are famous for manufacturing their products hand made with natural substances. What makes Lush valuable to the customer is their honest approach and caring for their products. They provide the customers to feel like as if they are contributing to the nature by using their products.

Brand Development

Un-mindmapping The idea of un-mindmapping is to break the rules and familiarity. This is the first step on rebranding the identity of current clorox.

Brand Development

Clear Breeze Air Water In-Nature Pure Emotion Purified Tree Green Hygienic Food Noble Hip Transparent Be Proud Define Identity

Brand Development

Demographics Clorox has always been focused on cleaning and hygienic condition. Cleaning is highly connected to our healthy life. It kills bad diseases and prevent us from getting sick. What clorox had not been providing the user is the feeling of being healthier and energised through cleaning. Current users see clorox as a harmful chemical. They think it kills themselves over germs. It is a great misconception and have to rebrand the clorox image that they create healthier and caring products.

Brand Development

Natural Reliable Nourishing Naked Convenient Human

Clorox is the brand that naturally makes you healtheir and happier.

Logo Development

Logo Development Phase 1

Logo Development

Logo Development Phase 2

Logo Development

Logo Development Phase 3

Logo Development

Typeface : Pluto Italics, Bold

Logo Development

Concept The new logo of Clorox focused on the feeling of natural and reliability. Unlike the previous logo, the new logo has much more human feeling inside. All lowercase alphabets with curved edges give the viewers more comfort and trustworthiness.

Form Development

Form Development Phase 1 Disinfecting Wipes is my main product. Creating a family product related to the main form is the secondary task. The forms were developed based on the geometric shapes. The following comments were that the forms are lacking with my â&#x20AC;&#x153;humanâ&#x20AC;? key attribute. They are all too edgy and blocky.

Form Development

Form Development Phase 2 Developed the form to have more human feeling. Also further developed the geometric shapes. However some of them were still lacking with the human aspect.

Form Development

Material choice can influence huge on the feeling of the packaging. Using a glass can help for the users to feel more natural and human. I also explored not just the transparent glass but also the matt and milky glass textures.

Form Development

Material Exploration

Form Development Phase 3 The aspect of human, natural, reliable and nourishing are further developed. However after all the brand is Clorox and it makes a cleaning product. This packaging with glass has too much feeling of a cosmetic. People might confuse and apply on their skin. This should not happen.

Form Development

Form Development Phase 4 The packagings are getting inspired from convex shapes. The overall shapes are united with the circular forms. Calculating the inside space was important while making. Just focusing on the beautiful shapes could have turn down the whole purpose of the design.

The top of the wipes will be covered up with + shaped silicon. This will reduce the motion of the user opening the cover to reach the wipe.

Form Development

Family Products

These are the other family products for my clorox packagings. They are disinfecting wipes, Pump N Clean, Bleach pack and Bleach pen.

Wipe Bleach Pack

Kitchen Cleaner

Form Development

Bleach Pen

Graphic Application

Graphic Application Phase 1

Graphic Application

CITRUS

Recyclable Product

75 Wet Wipes 1LB 3.7OZ (559 g) KEEP OUT OF REACH OF CHILDREN

Disinfecting Wipes

CIT RUS Disinfecting Wipes

Active Ingredients: n-Alkyl (C14, 60%; C16, 30%; C12, 5%; C18, 5%) Dimethyl Benzyl Ammonium Chloride (0.184%) n-Alkyl (C12, 68%; C14, 32%) Dimethyl Ethylbenzyl Ammonium Chloride (0.184%) Other Ingredients (99.632%) DOES NOT INCLUDE WEIGHT OF DRY WIPES.

75 Wet Wipes 1LB 3.7OZ (559 g) KEEP OUT OF REACH OF CHILDREN Active Ingredients: n-Alkyl (C14, 60%; C16, 30%; C12, 5%; C18, 5%) Dimethyl Benzyl Ammonium Chloride (0.184%) n-Alkyl (C12, 68%; C14, 32%) Dimethyl Ethylbenzyl Ammonium Chloride (0.184%) Other Ingredients (99.632%) DOES NOT INCLUDE WEIGHT OF DRY WIPES.

Recyclable Product

Completely Recyclable Product

CITRUS Disinfecting Wipes

75 Wet Wipes 1LB 3.7OZ (559 g) KEEP OUT OF REACH OF CHILDREN

KEEP OUT OF REACH OF CHILDREN Active Ingredients: n-Alkyl (C14, 60%; C16, 30%; C12, 5%; C18, 5%) Dimethyl Benzyl Ammonium Chloride (0.184%) n-Alkyl (C12, 68%; C14, 32%) Dimethyl Ethylbenzyl Ammonium Chloride (0.184%) Other Ingredients (99.632%) DOES NOT INCLUDE WEIGHT OF DRY WIPES.

This is yet the stage of testing out various label graphics. The box shape of packaging label was chosen to give more human and reliable feeling.

Graphic Application

Recyclable Product

75 Wet Wipes 1LB 3.7OZ (559 g)

Graphic Application Phase 2 Disinfecting Wipes Kills 99.999% of Bacteria Kills Cold & Flu Viruses Kill Staph, E. coli, MRSA, Salmonella, Strep

Specially Formulated For a Variety of Surfaces Stainless Steel | Finished Hardwood | Mirrors & Glass

Direction of Use: It is a violation of Federal law to use this product in a manner inconsistent with its labeling. Not for cleaning or sanitizing skin. Do Not use as a diaper wipe or for personal clensing. To Disinfect: Use to sanitize/deodorize hard, nonporous non-food contact surfaces. Wipe surface. Use enough wipes for treated surfaces to remain visibly wet for 10 seconds. Let surface dry. For highly soiled surfaces, clean excess dirt first. For surfaces that may come in contact with food, a potable water rinse is required. This product is not for use on dishes, glassware or eating utensils. Clorox Disinfecting Wipes, will not harm most surfaces, including acrylic, sealed fiberglass, sealed granite, finished hardwood and vinyl. Not recommended for use on unpainted wood and unfinished, unsealed, unpainted waxed, oiled or worn surfaces. Test a small area first.

Disinfecting Wipes Kills 99.999% of Bacteria Kills Cold & Flu Viruses Kill Staph, E. coli, MRSA, Salmonella, Strep

Specially Formulated For a Variety of Surfaces Stainless Steel | Finished Hardwood | Mirrors & Glass

Disinfecting Wipes Kills 99.999% of Bacteria Kills Cold & Flu Viruses Kill Staph, E. coli, MRSA, Salmonella, Strep

Specially Formulated For a Variety of Surfaces Stainless Steel | Finished Hardwood | Mirrors & Glass

CITRUS

Physical or Chemical Hazards: Do not use or store near heat or open flame. Store and Disposal: Dispose of wipe in trash after use. Do not flush. Tightly close lid between uses to retain moisture. nonrefillable container. Do not reuse or refill this empty container. Offer empty container for recycling. If recycling is not available, discard container in trash.

Recyclable Product 75 Wet Wipes 1LB 3.7OZ (559 g)

KEEP OUT OF REACH OF CHILDREN

Disinfecting Wipes

Question or Coments? Please visit www.clorox.com or call (800) 227-1860. For more product ingredient information, visit www.IngredientInside.com.

Mfd, for The Clorox Company, 1221 Broadway, Oakland, CA 94612. Made in the U.S.A. Clorox is a registered trademark of the Clorox Company.

Caution: Causes moderate eye irritation. Avoid contact with eyes or clothing. Wash thoroughly with soap and water after handling. Recyclable Product

First Aid: If In Eyes. Hold eyes open and rinse slowly and gently with water for 15-20 minutes. Remove contact lenses, if present, after the first 5 monutes, then continue rinsing eye. Call a poison control center for treatment advice. Have the product container or label with you when calling a posion control center or doctor, or going for treatment. For further information, call (800) 227-1860.

75 Wet Wipes 1LB 3.7OZ (559 g)

KEEP OUT OF REACH OF CHILDREN

Citrus Disinfecting Wipes 35 Wet Wipes

99.999% Sanitation

Mfd, for The Clorox Company, 1221 Broadway, Oakland, CA 94612. Made in the U.S.A. Clorox is a registered trademark of the Clorox Company.

Caution: Causes moderate eye irritation. Avoid contact with eyes or clothing. Wash thoroughly with soap and water after handling. First Aid: If In Eyes. Hold eyes open and rinse slowly and gently with water for 15-20 minutes. Remove contact lenses, if present, after the first 5 monutes, then continue rinsing eye. Call a poison control center for treatment advice. Have the product container or label with you when calling a posion control center or doctor, or going for treatment. For further information, call (800) 227-1860. Physical or Chemical Hazards: Do not use or store near heat or open flame. Store and Disposal: Dispose of wipe in trash after use. Do not flush. Tightly close lid between uses to retain moisture. nonrefillable container. Do not reuse or refill this empty container. Offer empty container for recycling. If recycling is not available, discard container in trash. Question or Coments? Please visit www.clorox.com or call (800) 227-1860. For more product ingredient information, visit www.IngredientInside.com. Mfd, for The Clorox Company, 1221 Broadway, Oakland, CA 94612. Made in the U.S.A. Clorox is a registered trademark of the Clorox Company.

It is clever to have the label that can hide all the information under the label. However this type of label itself does not go well with the developed package form.

Recyclable Product 75 Wet Wipes 1LB 3.7OZ (559 g)

Disinfecting Wipes

KEEP OUT OF REACH OF CHILDREN

Graphic Application

New Colour Palette Clearly, using yellow was big no no. My developed packagings itself already have too much feeling of natural and human feeling. Adding more yellow, which is also human feeling, will make it too much. Also it was necessary to identify the feeling of Clorox products, which are chemical based.

My Colour Direction

Reality, Chemical Product

Graphic Application

Human Feeling

Graphic Application Phase 3 Disinfecting Wipes

Disinfecting Wipes

Bacteria Viruses Germs Parasite

How? 1. Wet the surface with wipes. 2. Let surface dry. 3. Done. Do NOT use on eating utensils.

To?

Fresh-Scent Disinfecting Wipes

Bacteria Viruses Germs Parasite

Fresh-Scent Disinfecting Wipes

sanitize

How?

1. Wet the surface with wipes. 2. Let surface dry. 3. Done.

Do NOT use on eating utensils.

Where to?

Most of the hard surface. Test a small area first before use.

Do NOT use on human skin.

Most of the hard surface. Test a small area first before use.

Do NOT use on human skin.

If? On clothing Wash throughly with soap and water.

What if?

In eyes

On clothing

Remove contact lenses, if present. Rinse gently with water for 15-20 mins.

Wash throughly with water.

In eyes

Remove contact lenses, if present. Rinse with water for 15-20 mins.

Others

Call poison control center. (800) 222-1222.

Others Call poison control center. (800) 222-1222 Mfd, for The Clorox Company, 1221 Broadway, Oakland, CA 94612. Made in the U.S.A. Clorox is a registered trademark of the Clorox Company.

Fresh Scent

Mfd, for The Clorox Company, 1221 Broadway, Oakland, CA 94612. Made in the U.S.A. Clorox is a registered trademark of the Clorox Company.

sanitize How? 1. Wet the surface with wipes. 2. Let surface dry. 3. Done. Do NOT use on eating utensils.

Where to? Most of the hard surface. Test a small area first before use. Do NOT use on human skin.

What if? On clothing Wash throughly with water.

In eyes Remove contact lenses, if present. Rinse with water for 15-20 mins.

Others Call poison control center. (800) 222-1222.

Graphic Application

Fresh-Scent Disinfecting Wipes

Pump N' Clean

Pump N Clean Kitchen & Dish Cleaner

Pump N Clean

natural

Where to?

All kitchen surfaces.

How?

1. Turn the cap to open. 2. Pump to dispense. 3. Clean.

NOT for use to clean up after raw meat or fish.

natural Where to? All kitchen surfaces.

How? 1. Turn the cap to open. 2. Pump to dispense. 3. Clean. NOT for use to clean up after raw meat or fish.

Graphic Application

Pump N Clean

Bleach Pen Where to?

How?

Stain on white areas.

1. Shake before use. 2. Squeeze and apply. 3. Rub.

Bleach Pen

erase

Bleach Packs

control

12 counts

Where to?

How?

Washing machine

1. Add to drum 5 minutes after start of wash cycle. 2. Done. Do NOT put in dispenser trays.

Toilets & Sinks

1. Add one to toilet bowl or full sink of water. 2. Stir until fully dissolve. 3. Use.

Hard surfaces

1. Add one to one gallon of water. 2. Stir until fully dissolve. 3. Use it with a mop or wipe.

Graphic Application

Bleach Packs

Poster Development It was necessary to fulfil the key attributes of the brand inside the poster. Since the key attributes are, â&#x20AC;&#x153;Natural, Reliable, Nourishing, Naked, Convenient and Humanâ&#x20AC;?, the poster with the model will complete its new brand identity.

Graphic Application

Selected Poster

Further Development Based on the critiques on the semi-final presentation, I decided to give a little modification on the design.

Graphic Application

100

Graphic Application Phase 4 Disinfecting Wipes fresh-scent disinfecting wipes sanitize HOW? 1. Wet the surface with wipes. 2. Let surface dry. 3. Done. Do NOT use on eating utensils.

WHERE TO? Most of the hard surface. Test a small area first before use. Do NOT use on human skin.

WHAT IF? Emergency Call poison control center. (800) 222-1222.

WIPES

101

sanitize HOW? 1. Wet the surface with wipes. 2. Let surface dry. 3. Done. Do NOT use on eating utensils.

WHERE TO? Most of the hard surface. Test a small area first before use. Do NOT use on human skin.

WHAT IF? Emergency Call poison control center. (800) 222-1222.

WIPES

Graphic Application

fresh-scent disinfecting wipes

102

Pump N' Clean

pump nâ&#x20AC;&#x2122; clean. kitchen naturilze WHERE TO? All kitchen surfaces.

HOW? 1. Turn the cap to open. 2. Pump to dispense. 3. Clean. NOT for use to clean up after raw meat or fish.

PUMP N CLEAN

103

pump nâ&#x20AC;&#x2122; clean. kitchen naturilze

FL OZ

WHERE TO? All kitchen surfaces.

HOW? 1. Turn the cap to open. 2. Pump to dispense. 3. Clean. NOT for use to clean up after raw meat or fish.

PUMP N CLEAN

Graphic Application

open

104

Bleach Pen

erase

FL OZ

bleach pen HOW? 1. Shake before use. 2. Squeeze and apply. 3. Rub.

WHERE TO? Stain on white areas.

WHAT IF? Emergency Call poison control center. (800) 222-1222.

105

Bleach Packs

WASHING MACHINE. 1. Add to drum 5 minutes after start of wash cycle. 2. Done. Do NOT put in dispenser trays.

control

COUNT

TOILETS & SINKS. 1. Add one to toilet bowl or full sink of water. 2. Stir until fully dissolve. 3. Use.

HARD SURFACES. 1. Add one to one gallon of water. 2. Stir until fully dissolve. 3. Use it with a mop or wipe.

Graphic Application

bleach pack

Final Model & Photography

108

109

Final Model & Photography

110

111

Final Model & Photography

112

113

Final Model & Photography

114

Final Photography

115

Final Model & Photography