In a category devoid of impactful design, one new brand sought to introduce a bit of vibrancy to the automotive hand-cleaner market. The challenge was how to create a proposition for Muck Daddy that was unique but could also resonate with a no-nonsense audience that values performance above all else.
A bio-based hand cleaner that cleans oily, greasy hands without leaving hands dry and cracked, Muck Daddy is a range of products created for mechanics, automotive professionals, and any other professional for whom getting dirty is a prerequisite for the job. Muck Daddy wanted to help bring attention to that challenge, and their line of products’ ability to make their consumers' lives easier. In a sea of corporate, mainstream competitors, the brand saw an opportunity to carve out a niche in the market and to bring some spirit into an otherwise dark category.
To address this unique challenge, CBA created the new brand from scratch, from naming and tone of voice to the identity system and accompanying design language, extending across packaging, web and collateral. The result is unlike anything else in the category: a bright, bold brand that penetrates the industry’s sea of sameness and makes good on its promise: “You muck up. We clean up.”
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