Although he has been in our homes since 1957, Mr. Clean’s significance as a brand icon has diminished over time. Co-brands and endorsements have come to dominate his packaging and a majority of the brand’s communications. This led Chase to wonder: what happened to the “Mr.” in Mr. Clean?
The Mr. Clean redesign is a holistic brand restage that leverages the Mr. Clean character’s unique backstory and personality to connect with consumers at all touch points. Chase put Mr. Clean back in the spotlight; he now delivers the product and brand story in his unique and ownable way.
The Mr. Clean redesign started with a new logo. Chase created the logotype to reflect the strength, confidence and masculinity intrinsic in the brand.
