The Challenge
Dream Clean struggled to get noticed on the shelf because their original packaging didn’t effectively communicate how well the product actually worked. To move from a local startup to a national contender, they needed a complete label overhaul that could hold its own against established brands like Mrs. Meyer’s and Seventh Generation.

My Role
I led the visual strategy for the entire rebrand. I was responsible for transforming the product’s aesthetic to ensure it felt premium and trustworthy while keeping the brand’s mission-driven roots front and center.

Design Decisions

• I designed a label system that prioritized high visual impact. My goal was to stop shoppers in their tracks by using a clean, premium look that signaled quality the second someone walked down the aisle.

• I created a custom set of icons to translate complex product benefits into an intuitive language. By clearly highlighting that the products were plant-based, cruelty-free, and safe for people and pets, I made sure the value proposition was legible at a glance.

• I anchored the entire redesign with the line "CLEANING PRODUCTS WITH PURPOSE." This helped integrate the company’s identity as a woman/Black-owned, mission-driven business directly into the premium packaging experience.

The Outcome
The new packaging successfully elevated Dream Clean from a local startup to a brand that competes head-to-head with national household names. The rebrand was so impactful that the company expanded into a full-service cleaning business using their own product line. Key results include:

• Winning shelf space at local Lazy Acres locations with active expansion plans for Sprouts and Whole Foods.

• Successfully balancing a premium shelf presence with an approachable, mission-driven brand voice.

• Communicating product efficacy and safety through a simplified visual system that builds immediate trust with new customers.