CIF - To clean and beyond

CIF To clean
and beyond

Brand and pack for Cif’s premium new cleaning product. Centering on an infinite loop design that singles out the infinite cleaning action of its probiotic formula.

Probiotic powerhouse

Probiotics are the sleeping giant of the home care category. Dormant until they hit dirt. Where they germinate and keep feeding on grime for 3 days after first spray.

Looping in new audiences

Problem is: no one knew this.
We had to wake consumers up to both their existence – and advantages.

Literally not
laterally

Worn proud on its chest: an infinity symbol captures the continuous cleaning action of both the formula and mist spray mechanism.

Signposting science

Cues taken from tech lend it a futuristic feel. While reverse printed bubbles on the back of the bottle echo the living, breathing nature of the microorganisms inside.

Worktop
worthy

A single-colour design scheme gives it a clean, modern aesthetic. Safe to display on the surface, not hide beneath the sink.

Ground-breaking not earth-shattering

A product for and from the future. The reloadable mechanism reduces plastic waste by 50% compared with buying a new bottle.
Infinite Clean has completely disrupted the way consumers expect cleaning products to look and feel, broadening the potential of both the category and our brand. A key part of this is how the product design drives desire amongst consumers, and clearly stands out from our competitors on shelf.
Stefania Gorosabel
Global Brand Manager, Cif

What Did We Do?

Creative Strategy
Naming & Copywriting
Packaging Design
Mockups and Print Consultancy
Key Visuals
Artwork

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