Brandon partners with Fabulosa to transform an iconic household cleaning range into a global brand set for growth

Independent brand agency Brandon has revealed its collaboration with household cleaning brand Fabulosa, which includes the launch of a new visual brand identity system, portfolio architecture strategy, and packaging design system.

“Fabulosa might just be the greatest challenger brand story post-Covid. In 2019, Mike and James Sharpe identified an opportunity for their family-run manufacturing business to develop a range of fragrance-led household cleaning products that truly work. With rapid expansion both at home and abroad, there was a clear opportunity to turn this manufacturer's success story into the fierce brand it had the license to become. Together, we’ve set Fabulosa on the path to achieve the Sharpe family’s ambitious growth plans.” - Richard Taylor, Co-Founder of Brandon Consultants

Spend a few minutes scrolling TikTok and you’ll see how Fabulosa sparks joy in people’s lives. Not just because the range of over 150 products both work and smell great, but because using Fabulosa makes cleaning fun and joyful.

Where most household cleaning brands focus on efficacy claims, Brandon saw Fabulosa as more of a positive lifestyle brand – a brand that celebrates the joy in the process and embodies the notion that a clean home is a happy home. Unlocking this inspired their new design strategy for Fabulosa: turn your ‘to-do’ into ‘ta-da!’.

Design details within the new visual brand identity system include:

• A recrafted brandmark, which positions the Fabulosa wordmark in a gold circular holding device to drive brand recognition and consistency.

• Introducing the ‘Ding’ as a new key brand asset to highlight details, plus additional ‘Sparkles’ to bring extra personality wherever the brand shows up.

• A carefully balanced colour palette designed specifically to stand out from the muted and more serious tones of competitor brands. The vibrant pink is energetic and ownable to Fabulosa, gold adds the glitz and sparkle, white provides clarity, and yellow injects an extra layer of positivity.

• Dynamic patterns that are used to create 3D environment backdrops to connect the fragrance cameos to real-world product use. These include geometric tiles that reference bathrooms, and graphical prints inspired by wallpapered living and dining spaces.

• New iconography for efficacy and product claims. Crafted in a clean, minimal vector style, these provide balance against the punchy fragrance cues.

• Acumin Variable as the primary typeface for its bold, functional simplicity to help retailers and consumers easily navigate the products on noisy shelves.

• Kangmas Italic as the secondary font to add flair and pace when communicating more expressive scent cues and messaging, both on pack and across broader communications.

• An uplifting, feel-good photography style that reflects Fabulosa’s consumers and reinforces that satisfying feeling you get when you’ve finished cleaning.

• New Tone of Voice guidelines to ensure that Fabulosa sounds just as playfully sassy as it looks.

With a vast portfolio of products spanning multiple categories and rapidly expanding into new ones, when it came to the packaging, Brandon’s Strategy team worked closely with Fabulosa to explore segmentation opportunities and redefine the product portfolio architecture.

For more information on the design, visit Brandon’s website .

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