We recently wrapped some fun identity and packaging concept work for a new, high-end household cleaning brand. Starting with the name, Aura, the team explored a variety of approaches to create a distinctive, premium look and feel for the line that would stand out on shelf and pay off on our positioning for the brand as “The Essence of Clean.” We covered a lot of ground, and greatly expanded our pattern library, in our pursuit of premium, but ultimately narrowed the field to three very strong, very different directions.
![](http://craiglennie.com/wp-content/uploads/2018/06/bottles_top_billboard01.jpg)
Watercolor Splash
Our first concept plays off the spiritual side of the Aura name, using bright watercolors to create a bold, free-flowing “essence” for the brand. From the vivid, organic patterns to the clean, modern typography and metallic label detail, this option is both trendy and refined, delivering a strong shelf presence and unique style for the household cleaner market.
![](http://craiglennie.com/wp-content/uploads/2018/06/Water-Color02.jpg)
Modern Photorealism
Our second concept puts Aura’s scent combinations, a key purchase driver in the category, front and center, combining photography with sophisticated type styling to create a beautiful, refreshing look and feel for the brand. The numbering system for the different fragrances pays homage to luxury brands while the photorealistic ingredients feel fresh and natural.
![](http://craiglennie.com/wp-content/uploads/2015/08/Fruit-CT02.jpg)
Minimalist Chic
Last, a clean, modern approach for a modern household cleaner. Nothing says expensive like a well-designed minimalist package, and this option delivers with a clean, light design and subtle metallic details. The concept also uses the numbering system, but pairs it with emotion-driven naming for the product scents – a common convention in fragrance, but new for the household cleaner market.
![](http://craiglennie.com/wp-content/uploads/2015/08/Drops_CT01.jpg)