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
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.
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 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 Oven Cleaner.
CitroShield Natural Hospital Grade Disinfectant.
CitroFresh Natural Food Wash.
CitroShield Natural Bath and Shower 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.
Stephen worked on the entire range from initial concepts and design development, through to the finished artwork released to the print supplier.
