Aunt Fannie's Brand Refresh
Step into the world of Aunt Fannie's, a better-for-you cleaning product line that helps revitalize and clean your home in a way that is safe for you and your family. Crafted with all- natural ingredients like baking soda, lemon, and vinegar, Aunt Fannie's gives you the piece of mind that cleaning doesn't have to involve harsh chemicals like the big cleaning brand companies, and that natural cleaning ingredients are not only time tested, but just as effective at getting your house to sparkle.
Service
Branding,
Package Design
Art Direction
Agency
Hatch
Year
2023 - 2024
The Problem
Aunt Fannie’s has been a fan favorite for years, bringing a much needed new perspective on home cleaning. But their current packaging wasn’t doing the job in communicating the better-for-you, safe ingredients that they are known for. In addition to that, the brand presence on pack was minimal, there were hierarchy issues, and overall the portfolio was lacking consistency. It was clear that we needed to rethink the brand architecture, on-pack communications, and the overall visual identity that speaks directly to a consumer that is looking for a better-for-you cleaning product, all while modernizing and elevating the brand's value.
The Solution
The solution was simple…literally. By cleaning out the clutter from the previous pack design, and going a to a simpler, more iconic look, we automatically enhance consumer perceptions that this is a better-for-you product, safe for any home. By communicating our brand promise "On a mission to Clean up Cleaning" on pack, we help reinforce our brand promise and efficacy perceptions.
We also reimagined our aunt fannies character into a cooler, and more hip aunt that feels more aspirational and modern. In addition to that, our new word mark does a lot of heavy lifting to reinforce organic nature of our product, but also just enough quirk to give our minimal packaging some personality. We also created a simple badge design to highlight specific benefits for each product and reimagined our portfolio color strategy to make our product categories easy to identify and increase shopability.
The Results
Aunt Fannie’s has been a fan favorite for years, bringing a much needed new perspective on home cleaning. But their current packaging wasn’t doing the job in communicating the better-for-you, safe ingredients that they are known for. In addition to that, the brand presence on pack was minimal, there were hierarchy issues, and overall the portfolio was lacking consistency. It was clear that we needed to rethink the brand architecture, on-pack communications, and the overall visual identity that speaks directly to a consumer that is looking for a better-for-you cleaning product, all while modernizing and elevating the brand value.
