Finding a brand that could use an update isn't a hard task. But a company with almost no branding? Just look to Walmart's cleaning supplies. Meet Freedom.

The only thing connecting the sponges and silicone scrubbers is the word Freedom, and their slogan, "freedom from dirt." They're such a small, unknown company, I couldn't find them online, nor could I find even a third product to redesign. So I chose some washcloths that had no branding and just stated that they came from Walmart on the back.

Since there wasn't much of a logo, I pretty much started from scratch. I played with different typefaces and decorative F's before deciding to use multiple F's.

I came up with this pattern. But I decided the different F's looked weird, and the colors just weren't right.

So I chose new colors that were some of 2019's in-style colors, and I settled on using just one F with its stem centered over the E's in the word Freedom.

I decided on my colors, typography, and patterning and set to designing new packaging.

I recolored the products to fit the brand and created packaging that is identifiable. I also created a display box so that these products would actually have a place on the shelf rather than just hanging randomly throughout the cleaning aisle.

Starting from basically nothing can be incredibly overwhelming, but I enjoyed creating a new look for Freedom with no guidelines.