Scotch-Brite Case — Product Branding

An international household goods brand.

Leveraging innovations from its parent company 3M, the brand develops professional-grade cleaning products precisely tailored to different surfaces.

Challenge

To create a new communication strategy and redesign the sponge packaging in a way that clearly explains the differences between SKUs and drives demand for less popular items.

Solution

We shifted from complex product naming to a simple, purpose-driven communication system. Clear, benefit-focused copy encourages experienced homemakers to choose the right sponge for each specific surface. The color-coding corresponds directly to the abrasive layer — making it easy to recall at the shelf which sponge is needed: soft, standard, or heavy-duty.