Before & After: Mr. Clean

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.

A focused, simplified package for Magic Erasers strengthens the association between Mr. Clean and his popular sub-brand. The consistent layout creates a strong brand block while the multi-color strategy promotes consumer trial of different variants.

The Mr. Clean redesign was created with a global rollout in mind. The design system utilizes consistently recognizable assets and layouts but provides enough flexibility to accommodate necessary regional changes.

Chase Design Group is a creative agency dedicated to achieving client success through innovative strategy and breakthrough design. Our award-winning work spans research, brand strategy, corporate and product identity design, packaging, and retail environments. We craft effective solutions that are compelling to the end consumer and produce tangible results. We think that's what great design is all about.


Designed by Chase Design group

Client: Proctor & Gamble

Creative Direction: Clark Goolsby