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-Clothβs point of differentiation comes to life through a design expression that gives meaning to the first letter of the brandβs name, βE,β 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-Clothβs 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 expressionβa packaging structure that takes the form of an upper-case βEβ places a bold and single-minded emphasis on the brandβs hitherto and most underutilized brand asset.
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Ashleigh Steinhobel, Senior Strategist for Pearlfisher, says, βWe know that people are trying to be more conscious and considered when choosing their cleaning products, but weβre still overloaded with options, have cleaning cupboards full of plastic bottles, and an approach that sees us still overly reliant on chemicals, or actually, just moving the dirt around.
βThe big opportunity for E-Cloth is to challenge everything we think we know about household cleaning, driving a shift away from our chemically-enhanced βspray and wipeβ culture and changing our mindset from excess to essential by unlocking the power of microfiber and water. Visually this comes to life through a design expression that gives meaning to the first letter of the brandβs name, βE,β cutting through with extreme simplicity to stand out as todayβs most purposeful and definitive go-to cleaning brand.β
Explains Rich Wilson, Design Director for Pearlfisher, βAcross the range, weβve used the brandβs βEβ wordmark as a strong hook that visually manifests into a distinctive packaging format. It also verbally manifests into an ownable language that defines and spells out E-Clothβs many and varied qualities: βeasy,β βefficient,β βenvironmental,β and βenduring.β This language is used on- and off-pack across the brandβs website, social media channels, and advertising campaigns to communicate the brandβs point of difference in a highly saturated market.β
Marketing Manager for E-Cloth, Anthony Vann, says, βOur new, modern identity and innovative packaging design is ready to sit pride of place on peopleβs shelves. Pearlfisher has done an excellent job of making E-Cloth stand out and in communicating the brandβs USP [unique selling proposition] of being a more desirable and sustainable way of cleaning.β
The new-look E-Cloth is available in all major retailers as well as online.
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