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.
Market Research
Brand Strategy and Positioning
Brand Name Development
Logo Development
Packaging Design
Concept Testing
