dan mulligan design
dan mulligan

Mikey's Cleaning Brand

For this packaging project I branded an entire product line from the ground up - research to shelf, start to finish. The client was Home Depot and the goal was to create a store brand that would appeal to a specific audience. I view packaging as an essential opportunity to allow the consumer to experience the brand through a tactile medium. And thus Mikey’s was born! A non-toxic cleaning company for the younger consumer who desires greener and safer cleaning supplies. 

Three examples of packaging from the line include: a concentrated laundry detergent, oxidized bleach powder, and countertop spray. To take a brand full circle and strategize at each level based off of research was a huge learning experience, one which changed my view of branding and identity.