Dusting off the cobwebs of Mrs. Meyer’s Clean Day.
A home grown rebrand.
The answer to all of life’s questions can be found in the garden.
For 25 years, Mrs. Meyer’s Clean Day has been a hand soap hero. But as the years passed it had lost it’s sparkle. Dated illustrations and a visual language that wasn’t attracting new users had left one of the country’s most loved household brands stuck in time.
I was given something rare: the opportunity to build a brand from the inside out. Not just making beautiful work, but establishing the foundations that make it coherent. My challenge wasn’t discovering what Mrs. Meyer’s was. It was guiding it to what it would become.
The work
I led the work to clarify and define the true spirit of the brand. A company that has always believed caring for your home is a form of caring for yourself, and that an ordinary moment of cleaning can be made extraordinary.
We landed on a purpose that had always been at the heart of Mrs. Meyer’s: Cultivate a Life of Intention.
That purpose drove every creative decision. We took the best of what Mrs. Meyer’s already was — the beloved logo, the distinctive typography, the garden-rooted heritage that loyal customers had grown up with and modernised it for new contexts and new audiences.
This refreshed identity addresses the duality of the brand: practical enough to be on every grocery store shelf, considered enough to feel like it belongs on yours. The visual language was rebuilt from the ground up. New photography direction, new campaign platforms, new category expressions. Everything that made Mrs. Meyer’s feel like Mrs. Meyer’s was kept intact. The result was a 166 page brand book that now centers the work internally and across agency partners.
See What Good Can Grow
This system equipped the brand to show up coherently at every touchpoint, from packaging to campaign to new category launches in pet and air care. It anchored a purpose platform, that has transformed 110,000 square feet of vacant lots into community gardens across America.
The enemy was always carelessness. The brand now knows exactly what it stands against and what it stands for.
Mrs. Meyer’s brand design system