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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, β€˜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 expressionβ€”a packaging structure that takes the form of an upper-case β€œE” places a bold and single-minded emphasis on the brand’s hitherto and most underutilized brand asset.


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