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Designed by Studio MPLS, United States.

The venerable Santeen brand needed a face-lift. With a sixty-year history of providing hardworking cleaning products, Santeen wanted to retain its authentic brand values while reinvigorating the brand for consideration by a contemporary audience. The new Santeen brand identity and packaging underscore the professional quality and high performance of its products coupled with company’s enduring genuine American roots.

Inspired by classic 1950’s package design, the new brand language conveys a sense of strength, pragmatism and work ethic with a no-nonsense yet modern graphic look and feel. The primary packaging also features a proprietary design that allows the product to be shelved and sold without the use of safety bags—making the product more recognizable, convenient and affordable.