To better compete against leading national cleaning brands, Lowe’s needed a unifying private brand with a visually compelling shelf presence. From window cleaner to trash bags, this new brand would unify a broad family of products and help drive incremental sales – a key element of Lowe’s growth strategy.
We called this new brand Moxie because it perfectly captured the determination and energy of the target audience. This dynamic design took a fresh approach to the familiar equities of cleaning brands, with letterforms that balance strength and approachability; and a playful swipe icon that embodies both the cleaning motion and the celebration of a completed task. So far, Moxie is flying off the shelf and stealing share from the big brands.
Brand Strategy and Positioning
Brand Name Development