How do we cut through complexity with simplicity?
In a world increasingly focused on conscientious and sustainable living, E-Cloth, with its unique microfibre cleaning technology, proven to kill 99% of bacteria using just water, is more relevant than ever. Yet, the brand was struggling to effectively convey its story and unique proposition to its audience. In a crowded and confusing category filled with jargon, we ensured E-Cloth stood out by underlining its simplicity of purpose and use.
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Our creative solution involved crafting a transformative brand expression with an idea that is boldly single-minded and born out of the product itself. We centred this on the letter ‘E’, which became the visual cornerstone of the brand, manifesting into a distinctive packaging format. This unique visual identity formed an ownable language that defined and highlighted E-Cloth’s many qualities: easy, efficient, enduring, and environmental.
The result is a more desirable and sustainable way of cleaning, one that was not just highly functional but also aesthetically pleasing enough to be displayed on the shelf at home.
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