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.