MOCHI
PAC K 2 S U 2 016
MOCHI DESIGNTHEMOCHI@GMAIL.COM 949 . 302 . 1403 PACKAGING 2 A. BORYSIEWICZ BRANDING DEVELOPMENT GRAPHICS / PACKAGING JAMES CHOU PHOTOGRAPHY TYPEFACE: GOTHAM
CONTENT IN TRO A Brief History Clorox Today
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R E SE A RCH Salt - to - Salt Logo Analysis Packaging On the Shelves Discoloration Interviews Demographic Case Studies
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B R A N D DE VE LO P MENT Attributes Logo Development Color Choices Brand Statement Before / After Unmindmapping Mock Up Graphic Application Final Shots
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INTRODUCTION
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A BRIEF HISTORY
Clorox has began in 1913 as an industrial bleach company. The company had a lot of trouble selling this product because not a lot of people knew what to do with it. William Murray, who had stocks in this company, streamlined operations and arranged new financing while his wife gave out samples at her grocery store. She told users that it was an effective germicide, cleanswer and disinfectant. It became popular amongst homemakers, and has been a popular cleaner since then.
http://www.wbur.org/hereandnow/2015/07/14/clorox-ceo-goes-beyond-bleach
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CLOROX TODAY
Clorox today is a brand of the last generation. The older generation know to use it, and trust it to work. However today, Clorox doesn’t connect to the millenials, nor the people that come after. It has also turned into a confused brand. Similar products are put out with almost identical function and packaging, confusing people as to what to buy. It’s only known for the bleach, and people are unaware of the other products Clorox offers. In short, Clorox rides on the wave that its old reputation created. That’s it.
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RESEARCH
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SALT – TO – SALT
Something that most people don’t expect is that Clorox isn’t harmful to the environment. Clorox’s bleach formula begins as a salt water solution. Through use, the bleach solution breaks down back into salt water, and anything else is filtered out our water systems. What is returned to the environment is again, salt water. Completely harmless.
https://upload.wikimedia.org/wikipedia/en/7/7c/Waves_on_Strad
die_beach.jpg
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LOGO ANALYSIS
DIAMONDS - HARD TO BREAK The diamond shape in Clorox’s logo survived all its iterations and forms through to the current logo. Today, the logo reads as harsh, while the bold red and yellow accent lines indicates toxicity and unfriendliness. The diamond itself is as bold and bright as the bleach’s end result. Clorox is actually very environmentally friendly, as stated on their website. Their formula starts and breaks down into salt water. Their logo doesn’t communicate this, and is still seen as a toxic, powerful, and aggressive cleaner.
https://upload.wikimedia.org/wikipedia/en/thumb/1/1c/Clorox_Product_logo.svg/1280px-Clorox_Product_logo.svg.png
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THE PACKAGING
GENERIC AND CLUTTERED Clorox’s bottles and containers themselves are generic. They’re easily copied, which means that when people buy them, the know the product, but not necessarily which brand they bought. The labelling and packaging are cluttered, and everything is calling for attention. The result is a mess of color and words. Nothing stands out. It doesn’t convey the benefits of the product, nor the clean, friendly feeling the brand wants to portray.
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ON THE SHELVES
BLENDING IN Clorox’s products blend in with everything on the shelf. Not only do the off-brands copy their colorways, Brands like Lysol, Windex, and Mr. Clean follow similar form languages and colorways. Not only are they competing with other brands and offbrands, Clorox themselves has so many products they compete with themselves.
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DISCOLORATION
BLEACH-DYING EXPERIMENT To understand Clorox’s main product a little bit better, I bought some bleach to test out. Rather than using it to clean, I decided to see how effective it would be against a brand new black t-shirt. It took more bleach than I thought it would to turn white, but then again, this product had to be safe to use. Plus the orange looks pretty cool.
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INTERVIEW TAKEAWAYS
QUOTES I asked around as many people as I could reach. Some interviewees responded more thoroughly, and others very shortly. However, there were a few consistencies. These are some of the takeaways I got from these interviews.
“I use about 1 capful to a half gallon of water and soak bar towels in that to be able to clean and sanitize the bar and other surfaces. Some bars use it to sanitize their glassware. As long as it’s 1:100, it’s good to sanitize glassware, plates, etc.” “I think the brand is fine. I have no opinion one way or the other. Bleach is bleach, and I have no particular brand loyalty.” “I’m not really aware that they have other products. I’d have to google them...” – D. Padilla
“I don’t follow the instructions. I just pour it into the tub or toilet and leave it for the day. Then i come back and scrub the tub or flush the toilet” “Other French brands elevate the product, but Clorox is like a pesticide against insects; It’s really damaging to nature and environments, but it works.” – P. Koendeht
“When you mention Clorox i think packaging first - simple color blocks and oddly enough the radius of the cylinder of the wet wipes. And then of course the bleachy, chemical smell.” “I’d describe them as effective, convenient, job done.” “They lack aesthetics. It’s utilitarian..I just think clean, porcelain white surfaces, bleach smell. I also think of them in multi-packs; bulk to save money.” – M. Francisco
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INSIGHTS Sometimes the loudest comments are unspoken. Here are the things I heard without people saying them.
People forget they are Clorox users until asked what cleaning products they have
Clorox products blend in at the store, and stand out in the house
People relate 2 main things to Clorox: the smell, and the fact that it works
Clorox as a brand creates no emotional connection with its users
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DEMOGRAPHIC
This person has been in the working world for a while. He feels like his life is coming together pretty nicely. He’s got an affordable, but cool car, works at a job he likes, and has an apartment that he likes to keep nice and clean. He decides he’s responsible enough to get a puppy, but finds that they’re a lot more work (and a lot more messy) than he had originally anticipated. His dog wreaks havoc on his space, even though he’s always trying to keep it clean.
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ADIDAS Y-3 SPORT CASE STUDY 01 Yohji Yamamoto’s collaboration with Adidas brought a new angle to sportswear in 2002. They distinguished themselves from other fashion brands by making sporty look fashionable. Now with the release of their new Y-3 SPORT line, they’re again pushing the boundaries. This line does not compromise style for sport, nor sport for style. Athletes can choose articles of clothing they identify with, rather than wearing articles made for their sport. Adidas’ and Yamamoto’s team used cutting-edge technology to make functional sportswear for the fashionable athlete. Y-3 SPORT is sportswear that’s not just for the gym.
http://www.y-3.com/US/
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JO MALONE CASE STUDY 02 Jo Malone has simple packaging designs that look like they belong in a comfortable, clean, well-lit home with creature comforts. Their packaging is super clean and minimal, while having little accents and material. These items look like they belong out in the open and on display. At the same time, they don’t make a room feel more cluttered. Instead, the space feels more accented.
http://www.jomalone.com/
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TARGET CASE STUDY 03 Since their rebranding, Target enters into high-profile design partnerships and advertise well what they have. They have brand names in all departments, from clothing to kitchenware. Even Phillipe Starke has a line of products at Target. The idea is that Target has created is that comfort and style don’t have to come at a cost. They have become an affordable lifestyle brand.
http://www.target.com/
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BRAND DEVELOPMENT
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Clorox is...
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UPLIFTED
http://www.elledecoration.se/wp-content/uploads/2016/04/01.-kakel.jpg
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OPEN
http://p3.pstatp.com/large/6f4000a7dfff4bdd90e
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SEAMLESS
http://thehommebody.tumblr.com/post/79397731876/brianpowers-silence
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DEXTEROUS
http://casiberia.com/img/prod/2x/sc4001_3.jpg
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POLISHED
http://www.signaturehardware.com/media/catalog/product/cache/1/image/1500x /9df78eab33525d08d6e5fb8d27136e95/3/8/388056-polished-nickel-pop-up-bathdrain.jpg
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DISTINGUISHED
https://unsplash.com/search/bridge?photo=TiDl4gF0GOw
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LOGO DEVELOPMENT
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COLORS
LIFTING THE MOOD The red from the original logo was harsh and aggressive. That’s been removed. The original blue is now deeper, more calming blue, and it feels more stable. The bright yellow feels clean and fresh. While the blue is grounding, the yellow, in contrast, feels uplifting.
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Clorox Your space, accented.
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BEFORE
AFTER
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UNMINDMAPPING
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BOTTLE INITIAL BOTTLE
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FORM EXPLORATION PHASE 02 FORM FAMILY EXPLORATION
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FORM FINALIZATION PHASE 03 REFINING AND MAKING FINAL FORMS
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GRAPHICS PHASE 01
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ON THE PRODUCT PHASE 01 INITIAL IDEA
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GRAPHICS PHASE 02
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ON THE PRODUCT PHASE 02 UPPING THE VISUAL QUALITY
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GRAPHIC PHASE 03
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ON THE PRODUCT PHASE 03 MAKING IT MORE REALISTIC
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GRAPHIC PHASE 04
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FINALIZING PHASE 04 COHESION AMONG THE PRODUCTS
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PHOTOSHOOT PROFESSIONAL PHOTOGRAPHY FOR FINAL MODELS
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