Courtney Kim's profile
Swiff Branding & Packaging design
Creating ubiquity for SWIFF

Brand design can be used to not only define your products or brand identity, but to help you achieve your business goals, too. That was very much the case when I was approached to create the branding for a curious product called SWIFF with big aspirations to make it onto every supermarket shelf in the country.

What is SWIFF?

Invented by Dr. J.J. Richardson, Chemical and Biomolecular Engineer, SWIFF can be described as a wonderful happy accident. While in the process of engineering a product to help eliminate coronavirus from surfaces, they discovered that SWIFF did an amazing job of neutralising odours. 

As an antibacterial spray, SWIFF’s safe and natural ingredients make it the perfect candidate for use around the home. The technology uses a double spray that when released and combined, creates an odour killing combo. It’s different to what’s currently available – most room deodorants are a single spray – which gave me a new angle to explore. 
Part of my challenge here was to create a brand identity that not only emphasised the ‘everyday’ nature of SWIFF, but would also help the brand standout on supermarket shelves in a highly competitive market.


Creating a recognisable brand identity

One of the key drivers for SWIFF’s brand identity was being bold and having fun. During our initial workshops together, I guided the client through my V3 branding process to uncover what is most important and how we can bring that to life through the brand story, personality and unforgettable visuals.
Vision

Part of the larger vision for SWIFF is for it to be as ubiquitous as other cleaning products you might find in the supermarket, like AJAX. When we were putting the brand strategy together, ubiquity formed one of the three brand pillars, the other two being ‘safe & trustworthy’ and ‘love & compassion’.
Why is it important for SWIFF to be safe and trustworthy? The target market of mums, fitness enthusiasts and pet lovers value their health and pride themselves on keeping a clean home, so it’s vital we communicate how safe and effective SWIFF is, but in non-technical language. By protecting people from bacteria, odours and chemicals, SWIFF offers peace of mind in a time where our collective health and safety has been under the microscope.
Voice

Part of my work with SWIFF was coming up with the product name. We landed on SWIFF after exploring the word ‘whiff’, which is related to smell (as it was important that the name was tied closely to the product’s key selling point, aka killing odours). The double ’f’ in the name references the double spray nozzle and when said aloud, the word SWIFF is light and airy, which speaks to the fact that it’s an air spray.
For a young Millennial audience that are health conscious and tech-savvy, the brand voice needs to not only be clear, fun and conversational, but also information driven. Think of it like the voice of your mum: caring, yet supportive and helpful. This means communicating facts and ideas and in straightforward ways without the heavy jargon usually associated with cleaning products.
Visuals

One of my favourite parts of this project was creating the logo. I took inspiration from soap brands and their  friendly, fat lettering and bold colours. I designed a custom made type, slightly skewed vertically at 15 degrees, contrasting straight lines and curves to build out the word SWIFF. The logo references other well-known and loved household brands, like Jif, and is friendly, soft and inviting. 

For the colour palette, I chose a strong blue to connote trust. To save on costs for the client, I suggested we compliment the blue with black and white, perfect for conveying a strong pictorial style. Additionally, I added a few other colours to the palette that are very clinical and fresh, chosen to appeal to the Millenial/Gen-Z audience. 

For the website homepage, we crafted a brand story around an animal called Sniffy dog. So when users land on the website, they’ll see Sniffy and a clear image of the product, followed by illustrated  information of the key selling points and facts about the product. 
To further create consistency and brand awareness, I also designed social media assets that blend real imagery with bold, pictorial illustrations. They’re clean, organised and represent the brand pillars we articulated in our early workshops with the client.
Swiff Branding & Packaging design
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Swiff Branding & Packaging design

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