Create a new brand for a moisture absorbing cleaning cloth and sponge.
Overview
Amid the rise of “cleanfluencers” and the widely recognised Mrs Hinch effect in 2020, I was part of the team that launched Spunj – an ultra-absorbent cleaning brand designed to stand out in a crowded household category.
The core product was a highly absorbent PVA sponge capable of holding up to eight times its weight in water, combining strong performance with everyday practicality.
Working closely with the Marketing Executive and an external marketing consultant, I helped develop a comprehensive brand book for Spunj. This became a key foundation for the brand, ensuring consistency across all touchpoints – including social media, PR, retail presentations and pitch decks.
Following the finalisation of the brand guidelines, I designed the packaging artwork, translating the brand’s tone into a playful and engaging visual style. Each product variant maintained a cohesive identity while clearly communicating its key features and benefits.
Alongside the brand and packaging work, I photographed and edited marketing imagery used across social media, point-of-sale materials and trade decks, helping establish a consistent visual style for the brand.
As a result, the launch of spunj delivered strong commercial and brand results:
- 1.3 million units sold
- 15,000 Instagram followers
- Finalist – Grocer New Product Awards
- Retail listings in B&M, The Range, Morrisons, Aldi and Savers
- Featured on TV on This Morning