Astonish, the British manufacturer of cruelty free, household and laundry cleaning products, has unveiled a new brand identity to strengthen its position and profile within the UK household cleaning category.
Marking a £2m investment, the overhaul includes new look pack designs and bespoke shrink sleeve, prism shaped packaging.
The new packaging is based around the Astonish logo alongside the strapline “the pinnacle of cleaning”, a brand truth developed over four decades.
Astonish will be the first brand to relaunch its trigger spray portfolio, from its 60-strong range, into shrink sleeve packaging.
Howard Moss, managing director at Astonish, said: “We know from experience that once consumers try our products they quickly become advocates. Put simply, we need to stand out in what is a crowded market.
“We’ve certainly achieved this with our new look, which is proudly placed at the heart of our products; it reflects quality, confidence and delivers a strong shelf presence.”
The Astonish rebrand will initially launch across its range of trigger sprays, which are heading into stores now. This includes the top selling Mould & Mildew Blaster, Antibacterial Surface Cleanser and Window and Glass Cleaner.
To complement the rebrand, all products will be merchandised in shelf-ready packaging, supporting ease of use for retailers whilst also improving on shelf presence and visibility.