Clorox
[26]
Clorox’s growth target, the Busy Balance Seeker, is navigating a core tension: they want products that are both highly effective and safe for everyday use. While Clorox is deeply trusted for efficacy, its packaging had become overly functional and visually flat, failing to reflect the emotional payoff of a truly clean space.
ABOUT
THE PROJECT
Project Type:
Packaging Concept
The internal perception at Clorox was that their packaging had become stale and was jokingly referred to as the powerpoint presentation of the cleaning aisle. We worked in tandem with Clorox’s in-house design team to solve one big task: reimagine our packaging in a way that will scare our brand team! The only non-negotiable piece of this project was that we could not change the shape of any of the packaging. Everything else was fair game.
In an effort to dimensionalize and reinvigorate the brand for a more discerning audience, I created a packaging concept that removed all unnecessary clutter from the packaging.
I reimagined Clorox packaging as an expression of transformation, shifting from purely functional communication to a more sensory, emotional experience of clean. Inspired by the stillness and clarity that follows cleaning, I developed a system built around refracted light, using gradient treatments and a proposed acrylic-like substrate to create depth and dimension.
The system flexed across use cases, with subtle gradients for everyday cleaning and richer, more opaque expressions for tougher jobs, allowing the packaging to signal intensity, scent, and product role while maintaining a cohesive brand language.
