Cleancult Brand Articulation / Brand Evolution / Brand World

Growing a cult


The Brief

Help us bring our cult to the masses with a brand everyone in mainstream America can follow.

The Opportunity

Recyclability claims weren’t top priority for US consumers. Bad news when your USP is a paper-based refill. What consumers were looking for was a safe and effective cleaning ritual. But when even the ‘green’ choices have their sacrifices, where was the brand that could do it all?

It was time for an intervention. To rid the world of plastic and create a cult of clean that really means clean.

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A cult is nothing without its followers. So we gave Cleancult the voice of a charismatic leader. Punchy, yet playful, the messaging condemns plastic and rallies customers to start their initiation into the cult of clean. All whilst spreading the good word about the box and all its benefits.

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“We had a gift in the name – clean meant clean, so cult had to mean cult. It was a platform that allowed us to saturate every touchpoint with a knowing sense of humour and rally a fanatical following. No secret hand shakes required.”

Natalie, Senior Creative Strategist
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From dirty to deity. When you buy a cleaning product you need to know it’s going to work. The bold blue, white and the fresh secondary colours give the brand a clean, efficacious feel, while impactful imagery idolises the products and their non-toxic nature.

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No it’s not milk. Or juice. With their unusual box format, Cleancult’s packaging needed to work harder to communicate what the products are and how you use them. Clear, ownable icons now feature front and centre to make the brand easier to navigate in store, and provide a clear visual link to the glass refillables.

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Scent from the heavens! To show that cleaning is cathartic, not a chore, we art directed a suite of sensorial photography that puts Cleancult’s signature scents at the heart of the ritual.

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