The Brief
Select a boring, functional branded household product - then make consumers notice it again.
The Solution
The aim of Cif's products is to clean things and make them shine in a desirable way. I came to the conclusion that since this is the primary goal of their products, I wanted their branding to reflect this. I took a quite literally 'clean' approach to the branding, including beautiful display typography accompanied by elements that represent 'shine' and 'sparkle'. I used famous song lyrics to promote the effects of the product, for example "Shine bright like a diamond", whilst also as a way to connect with consumers who are familiar with the songs.
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