The objective: Author a large project loosely based upon the theme of disorder. The solution: Elbow Grease is a boutique line of home cleaning products intended for young adult men to restore order to their messy, unkempt households. The packaging, inspired by auto body products, is modern and bold, using humorous copywriting to target the male consumer.
A color coded system driven by distinct plaid patterns is used to quickly identify the three product groups: cleaning agents for the kitchen, for the bathroom, and for surfaces. Project components include logo, packaging line, and website design.
Art Direction: Paul Kepple & Kelly Holohan
Design by Jaclyn Merk
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