Let’s face it “Faultless Starch Bon Ami Company” is a mouthful. When the Kansas City cleaning and home goods company analyzed all their brands like Niagara, Magic, Bon Ami, Steel Glo they saw separated silos and not a unified organization, so it was time to do something about it and unify under one name.
We analyzed the 132 years of brand equity behind Faultless Starch and worked to create one stand-alone identity with 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 a classic and timeless feeling, while grounding both corporate and consumer brand in a time-honored navy and the brand’s trademark red star. Classic and simple.