Mr. Clean was due for a packaging refresh at the shelf. The shape language needed to convey a sense of the approachable and the powerful. Mr. Clean's brand character has a sense of whimsy to him while creating an efficacy that provides a deep, thorough clean.
The surface care category is first and foremost about efficacy. The shape language needed to convey that in a way that was appropriate for the band and immediately apparent to the consumers.
The shape was inspired by traditional masculine shape elements, such as tools and truck grills. All the while careful not to follow that too far. There is still an applicable softness in how the elements transition. Such as how the body integrates with the chest plate.
The dual label ergonomic feature is a clear way to communicate the core values of the brand. While also giving the consumer a physical benefit. The pour spout cap was another clear benefit meant to create a clear sense of a better user experience.
This is a small sample of the shape exploration. The full exploration included a wide range of ideas and shapes. Developed in both sketch form and rough CAD. Volumetrics is a big part of how the shape manifests, the exploration must include that level of attention.
ZICO COCONUT WaterProject type
Enfamil ChinaProject type
Downy DefyProject type
OXO UpliftProject type
Mr. CleanProject type
OXO SHOWER CADDYProject type
AUTOARTS COLLABORATIONProject type
Beam SuntoryProject type
© pauldiehl 2022
director of industrial design
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