E-Cloth was born 25 years ago with a unique product technology at its core: smart microfibers that can clean the entire home with only water. Today, the product is more relevant than ever, but the brand was not succeeding at telling people why.
To cut through the jargon of a saturated cleaning category with extreme simplicity, E-Cloth was ready to move into a new phase of relevance and growth with a powerful new positioning and expression that builds on the simplicity and superiority of its microfibre cleaning cloths.
We saw an exciting opportunity for E-Cloth to become the go-to brand for definitive cleaning by transcending the brand's message of chemical-free cleaning and giving E-Cloth a new emotional appeal with a modern packaging design that speaks to a new generation of consumers.
Our design expression for E-Cloth gives a bold and single-minded meaning to the letter 'E' which visually manifests into a distinctive packaging format and ownable language that defines E-Cloth's qualities – easy, efficient, enduring and environmental. This language is used on and off pack across the brand's website, social media channels, and advertising campaigns to communicate the brand's point of difference and desirability of its products.
Across the range, the packaging structure forms a window to display the texture and premium quality of the brand's cleaning cloths while a fresh and striking colour palette of orange, green, red, yellow and blue, gives impact, excitement and standout on shelf.