My proposal for the identity of the Household Fair 2011. Back in the days the fair was to show all the latest and greatest developments in house keeping. Since the emancipation it's more of a excuse, for mostly women, to go out away from the house and have a good time with friends, which is absolutely fine! But if we look at the role of the women in society, big steps have been made in emancipation but is this it? Is it done?
The new identity reflects at one point to the origin of the fair housekeeping. On the other hand it redefines the language of the cleaning products into powerful statements; strong, recognizable, a visual statement. Combined with humor, vivid colours it opens the discussion about the division of tasks.