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E-Shaped Carton Calls Out Environmentally Friendly Position

Simple and direct, new packaging in the shape of an 'E' for E-Cloth reusable microfiber cleaning cloths cuts through the clutter of cleaning products, offering a chemically-free way to clean.

Says Pearlfisher, visually E-Cloth’s point of differentiation comes to life through a design expression that gives meaning to the first letter of the brand’s name, ‘E,’ cutting through with extreme simplicity.
Says Pearlfisher, visually E-Cloth’s point of differentiation comes to life through a design expression that gives meaning to the first letter of the brand’s name, ‘E,’ cutting through with extreme simplicity.

E-Cloth, a Boston-based brand of premium, eco-friendly reusable microfiber cleaning cloths, has introduced a new brand positioning and look created by Pearlfisher. Using only water, E-Cloth products trap, hold, and eliminate dirt, and, according to the company, are proven to kill 99% of bacteria where cotton cloths and chemical products kill only 66%.

According to Pearlfisher, E-Cloth’s new identity cuts through the jargon of a confusing and crowded category with extreme simplify, an idea that is born out of the product itself. A transformative brand expression—a packaging structure that takes the form of an upper-case “E” places a bold and single-minded emphasis on the brand’s hitherto and most underutilized brand asset.


See it Live at PACK EXPO Connects Nov. 9-13: Multi-purpose Labeling from Contract Packagers to muli-shaped products, by Universal Labeling Systems, Inc. Preview the Showroom Here.


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