Pivot worked with the team at Faultless Brands to help redefine their brand positioning and identity for the 135-year-old heritage brand, Bon Ami. As one of America’s first cleaning brands Bon Ami was one of the first “green” cleaners that was both effective and not made with harsh chemicals. Throughout the project we got feedback from consumers that repositioning this brand was a good opportunity to bring the brand back to basics. We re-thought the language that was once untouchable, the chick icon that modern consumers no longer understood, and we re-created the packaging from scratch. The Bon Ami brand and packaging is now lighter, brighter, and softer but shows that the product is just as effective today as in 1886.
Branding, Consumer Focused, Packaging, Strategy