Elbow Grease (Student Project)

Derrick Lin


Designer: Jaclyn Merk
Art Direction: Paul Kepple
Location: Philadelphia, USA
Project Type: Student Project

The objective of this student project was to brand a company loosely based upon the theme of disorder. Elbow Grease is a boutique line of home cleaning products intended for young adult men to restore order to their messy, unkempt households. The packaging, inspired by auto body products, is modern and bold, using humorous copywriting to target the male consumer. A color coded system driven by distinct plaid patterns is used to quickly identify the three product groups: cleaning agents for the kitchen, for the bathroom, and for surfaces.