Clorox wanted to use a new flip-top package structure in the redesign of its Disinfecting Wipes line extension. The goal was to create a design worthy of countertop display-something that would keep the wipes top of mind and, ideally, increase product usage. A series of resulting graphic designs serve to modernize the brand character and translate the experience of using wipes from “functional” to “aspirational”. The contemporary take also connects with the brand’s predominantly female consumer. The initiative follows the development of a corporate brand book-the first in Clorox history.

Package design/brand book development: Clorox Creative Services and Brand Engine, www.brandengine.com.

Package structure: Clorox Creative Services, Clorox Global Packaging; Tridimage, www.tridimage.com; and Union Street Brand Packaging, www.unionstreetbp.com.