Faultless Brands

Face it: “Faultless Starch Bon Ami Company” is a mouthful. That’s the legacy of a brand that’s been around for more than 130 years—one that was cobbled together from acquisitions and absorption of other companies.

When the Kansas City cleaning and home goods company analyzed all their brands—like Niagara, Magic, Bon Ami, Steel Glo—they saw separated silos, not a unified organization, so it was time to do something about it.


We analyzed more than 132 years of brand equity behind the company and worked to create one stand-alone identity, developing a brand refresh for the corporate holding company that could also become a subtle rethink of the consumer brand. We hand-tooled a new serif typeface that could maintain both a classic and timeless feeling, while grounding corporate and consumer branding through legacy colors and icons. Classic and simple.