TRU

Complete brand design and standards for a new and innovative cleaning product.

MEET JASMINE

Problem

With being a nurse and having two young kids, Jasmine is very careful with the cleaning products that she buys. She is in need of an organic cleaning product that is safe and convenient to use.

Solution

“Tru” is a purely organic cleaning product with only natural ingredients. It is safe for being around children not only with these ingredients but also with its curved shapes making it smooth. It also includes grips for easy holding on-the-go.


Visual Identity

The colors chosen to represent the brand are meant to represent serenity but also promote happiness. Each color also represents a certain scent.

The main logo for “Tru” involves the silhouette of a hand in the upright position as if a person were taking an oath to represent honesty. The middle of the hand shows a swirl to represent the mixing of ingredients. Showing it on the hand is intended to demonstrate skin safety.

Application

The logo and identity for “True” can be displayed variously on many items. The main rule is to never crop or cover where the swirl is when the hand is being shown on the product.

3D Prototyping

The packaging process for “Tru” cleaning products involved working with 3D printers to create models that helped determine the most appropriate shapes. It was good to keep in mind how the primary and secondary users would each be using the product on a day-by-day basis.

Packaging

Final packaging for “Tru” can be shown in any of the four colors from the color palette. Logos are used differently on separate products according to the visual standards, but still keep consistency across the brand.

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