Ajax is an American brand that speaks of tough work, done well. However, while the brand's cleaning products have a strong market presence, its laundry detergent needed a boost of confidence.
A bolder, variant differentiated packaging design with realigned brand architecture capitalised on Ajax’s positioning as a value brand while emphasising its status as the ‘All-American Hero.’ This shines through each of the design elements including a shield-like emblem that encapsulates the Ajax wordmark. The new look is fresher and more approachable, while driving home Ajax’s can-do spirit.
The design delivers a premium look with hardworking heritage, making Ajax laundry detergent as relevant today as it was when it first launched in 1964.