Homethings

— Time to clean up cleaning

The world of cleaning is cluttered. Homethings gives it a freshen up. Tim Keaveney and Matt Aubrey are challenging the global homecare industry to clean up its act with their revolutionary refillable products. They came to us looking for a visual identity and packaging that packs a cleansing punch: loud and proud with an axe to grind.

In balancing function and fun, we had to think about communicating efficacy in a more playful way. We started by creating a grounded, functional brand world inspired by the simplicity of IKEA, using a primary palette of charcoal and beige, with mix of heavy graphic elements and lighter lines.

The wordmark was refined using a heavy typeface to make it feel bolder and more practical. So far, so normal. Then we stir things up.

We wanted to build a clear visual association between product and brand, so we placed the distinctive Homethings G inside a charcoal home icon to create a logomark.

We then echoed this across the brand iconography, a shorthand for cleaning instructions.

The new icon set feels playful and ownable, while remaining easy to understand. The shape was also used in the bottle design, introducing a distinctive ‘house’ shape into the neck, transforming a bog-standard bottle into a distinctive brand asset.

To add a bonkers sense of play, we created characters using simple graphic elements for each of the products. The design of each element corresponded with use, giving each product a punch of personality while communicating function.