Developing a new visual brand identity, portfolio architecture, and packaging design system to set British household cleaning brand Fabulosa up for global growth.
01 Challenge
Fabulosa might just be the greatest challenger brand story post-Covid.
In 2019, Mike and James Sharpe identified an opportunity for their family-run manufacturing business to develop a range of fragrance-led household cleaning products that truly work. Fabulosa was born, and growth came quickly.
But such a meteoric rise comes with its challenges. It was time to take a breath and turn this manufacturer’s success story into the fierce brand it had the license to become.
02 Insight
Spend a few minutes on TikTok and you’ll soon see how Fabulosa sparks joy for people. Not just because it works (which it does) or smells good (goes without saying), but because using Fabulosa makes the act of cleaning FUN.
Where most cleaning brands focus on efficacy claims and results, we saw Fabulosa as more of a mindset; one that celebrates the joy in the process and brings positive vibes to your daily life.
Unlocking this inspired our new design strategy for Fabulosa: Turn your ‘to-do’ into ‘ta-da!’.
03 Idea
Fragrance is EVERYTHING for Fabulosa, so we developed an ownable visual identity that shouts scent, then drenched it in glitter for that dopamine hit.
You’ll find everything from fruits and flowers to more abstract representations of fragrance in our dazzlingly deliberate and unapologetically kitschy expressive style. Yes, it’s extra, but in a way that only Fabulosa can pull off.
Re-crafting the brandmark and developing new key brand assets, iconography and typography, we created a feel-good photography style and crafted a playfully sassy tone of voice for the brand.
04 Solution
With a vast portfolio spanning multiple categories and rapidly expanding into new ones, when it came to packaging, we worked closely with Fabulosa to explore segmentation opportunities and redefine the product portfolio architecture.
Developing a new set of product pillars with a supporting packaging design system based on fixed-and-flexible assets, we've enabled Fabulosa to dial the fragrance and efficacy cues up or down to deliver clarity for consumers without limiting innovation.
05 Impact
Providing Fabulosa’s in-house design team with all the tools they need to take the new brand and run with it, they've been working hard to bring it to life across everything from existing packaging and new products to website and social media, experiential activations and campaigns, and at Fabulosa HQ.
Since the launch, the rebrand has significantly driven TikTok Shop growth, delivering a record month for sales, and Fabulosa has secured new listings in Morrisons and Asda and seen heightened interest from new international distributors.
Fierce, fresh and definitely not dull, Fabulosa is now impossible to ignore. Even we’re excited to clean the windows.
06 Testimonial
“At Fabulosa we believe that fabulous is a mindset. Through this partnership with Brandon, together we have transformed Fabulosa into the most fabulous version of itself. Working with the new visual brand identity is an absolute joy, and we’ve already received incredible feedback from our retailers and shoppers – they just love it! But more than that, even in these early days of rollout, we’re seeing the commercial benefits, and the rebrand has already helped us land new distribution channels at home with a major multiple, along with overseas orders in new territories including China, India and Vietnam. Thank you to the entire team at Brandon for really getting under the skin of our brand, our growth ambitions, and of course our consumers. It’s helped to set us up well for a fabulous future. Job done!”
- Adam Burnett, Global Brand Director at Fabulosa
