Project Overview

OzKleen made its debut in the 1990s with its proudly Australian-made and owned cleaning products, but its labels have seen little change since. Positioned on the lowest shelf at Woolworths, “Multi-Purpose Power” required a refreshed look that would capture the attention of consumers browsing the aisles while still maintaining the established and recognisable identity of OzKleen.

Based on feedback from management, many older consumers still recognised and trusted “Mint Kleen”, a previous product featuring the same formula and ingredients. The refreshed packaging aimed to introduce and elevate “Multi-Purpose Power” while retaining familiarity and trust associated with the original product.