The Challenge:

This is a detergent brand that launched as Qlean - a name built entirely around "clean." It described what the product did, but it looked and sounded like every other detergent on the shelf, and it said nothing about what actually set the products apart: the way it makes your clothes feel and smell. In a crowded, price-driven category, "clean" wasn't a reason to choose them.

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The Solution:

We renamed the brand ro ScentDay, shifting the whole story from function to feeling - from a chore you get through to a small daily pleasure. The new identity carries that idea across the full range of detergent sheets, dryer sheets, and scent boosters, with a flexible system that works from packaging to shelf to social. The result is a home-care brand that competes on experience, not just efficiency - one that people want on the counter, not hidden in the laundry room.