Advertising agency Mark My Words reached out to Stephen to help execute a brand refresh for their client CitroLife. Under the banner of CitroShield they had a range of cleaning products with dated packaging labels that lacked brand cohesion. Working to the initial brief Stephen developed a strong visual hierarchy for the labels, providing well defined areas for the brand lockup, product attributes and hero imagery. The outcome was a unified product range that would help build brand recognition and provide a competitive edge in a crowded FMCG category.

Design Direction: Mark My Words Advertising
Creative Direction: Stephen Franklin
Retouching: Stephen Franklin
A selection of the CitroShield range including the Natural Multi-Purpose Degreaser, Hospital Grade Disinfectant and Food Wash.
The CitroShield brand delivers a strong cleaning or disinfecting proposition, with a feel-good supporting promise of a natural, organic, non-toxic, and chemical-free product.
CitroShield primary brand identity logo.
CitroShield primary brand identity logo.
On pack graphic for the CitroZine branding.
On pack graphic for the CitroZine branding.
As part of the brand refresh Stephen change the colours of the existing logo from a flat single colour orange to a rich blend of mid to dark orange. He was also tasked with creating a brand graphic for the active ingredient, CitroZine.
CitroShield Natural Multi-Purpose Degreaser.
CitroShield was originally created as a disinfectant and later expanded to a Natural Multi-Purpose Degreaser, Glass and Window Cleaner, Oven Cleaner, Hospital Grade Disinfectant, and Food Wash.
CitroShield Natural Glass and Window Cleaner.
CitroShield Natural Glass and Window Cleaner.
CitroShield Natural Oven Cleaner.
CitroShield Natural Oven Cleaner.
CitroShield Natural Hospital Grade Disinfectant.
CitroShield Natural Hospital Grade Disinfectant.
CitroFresh Natural Food Wash.
CitroFresh Natural Food Wash.
CitroShield Natural Bath and Shower Cleaner.
CitroShield Natural Bath and Shower Cleaner.
CitroShield Natural Carpet and Upholstery Cleaner.
CitroShield Natural Carpet and Upholstery Cleaner.
Following on from the successful redesign of the primary range, Franklin was commissioned to work on a range extension that included a Natural Bath and Shower Cleaner and Carpet and Upholstery Cleaner.
Finished artwork for the CitroShield Natural Carpet and Upholstery Cleaner.
Stephen worked on the entire range from initial concepts and design development, through to the finished artwork released to the print supplier.

View more projects

Strive Protein Bar Packaging & POS
Design development and production of the Ferguson Nutrition range of Strive Protein Bars for the Ishimodo Brand and Design Agency. Included the design of the product shippers and development of in-store Point-of-Sale material.
Tetley Packaging Artwork
Produced various Tetley Tea packaging artwork for Blenheim Design. Worked closely with both the creative director and senior designers to build and refine finished artwork across multiple SKU's.
Vivant Spirit Product Range & Packaging
Creative direction and design development of the Vivant Spirit range of products and packaging, including candles, wall canvases and other homeware items.
VLCD Packaging Design and Brand Identity
Creative direction and brand development of Tony Ferguson’s VLCD meal replacement shake range for the Ishimodo Brand and Design Agency.
LiteLiving Detox Identity & Packaging Design
Design and development of the LiteLiving Detox brand identity and packaging artwork for the Ishimodo Brand and Design Agency.
TrimFast 1200 Brand Identity and Packaging Design
Design, development and production of the TrimFast 1200 weight loss program brand identity and meal replacement shake product range, for the Ishimodo Brand and Design Agency.
Tony Ferguson Rapid Shake Range Packaging
Design development of Tony Ferguson’s Rapid Shake range for the Ishimodo Brand and Design Agency. Included production of all packs through to release as finished artwork.
Potato Face Stacked Chips Packaging Design
Packaging design and character development of the Potato Face brand of stacked chips for Dallas International.
Songlines CD Cover Packaging, Illustration & Booklet
Creative direction of the Songlines - Songs of the East Australian Humpback Whales CD cover packaging. Included the cover illustration plus the design and layout of an internal information booklet.
Jewellery Stand Industrial Design
Creative development and industrial design of a jewellery display stand. Used at wholesale trade shows by Vivant Creations for their bracelets and other jewellery products.
Back to Top