#27 Cif

Country: France

Industry: homecare

About: Cif is a French brand of household cleaning products owned by the Anglo-Dutch company Unilever. It was launched in France  in 1965 and was marketed in competition against scouring powders as a creamy and hence protective, but powerful household cleaner.

Mission: Beautiful makes us happy. It dazzles and delights. Cif cleans to reveal beauty everywhere, putting a smile back on your face. Goodbye ugly dirt. Hello beautiful.

Words: home, beauty, wellbeing

Strategy: I started the redesign of Cif brand from the font: because of the “home” and beauty” guidelines, I decided to go with Abril Fatface, whose thin serifs and clean curves give the typeface a refined and elegant touch. The symbols of the star and the house were also included in the logo. I kept the color green to symbolize wellness and the sustainability efforts of the brand.