Morning Fresh

Morning Fresh has long been celebrated for its unparalleled cleaning performance, a trusted ally against kitchen grime. However, with Australia's 2025 Packaging Targets spotlighting the urgent need for sustainability in the FMCG sector, particularly to address the issue of plastic waste in cleaning products, Morning Fresh recognized an opportunity for transformative change.

The brand's commitment to sustainability led to the pioneering decision to develop a reusable bottle system, prompting a complete overhaul of its visual identity and packaging design to align with this ambitious goal. Read more about how we helped shift the perception of Morning Fresh from merely a high-performance FMCG brand to a lifestyle emblem, enhancing its visual appeal without compromising its efficacy.

/ Project Scope

Consumer & Cultural Insights, Portfolio Strategy & Architecture, Innovation Workshops, Innovation Pipeline Development, Brand Identity, Visual Identity, Packaging Design, Retail & Digital Design, Bespoke Illustration & Typography, Production Management, Distinctive Brand Asset Management, Brand Book.

Amid the backdrop of the pandemic, the kitchen emerged as a sanctuary for many, elevating the demand for aesthetically pleasing, functional products. Morning Fresh seized this moment to innovate, introducing the market's first "bench-worthy" dish soap packaging, setting a new standard for the category.

Drawing inspiration from timeless interior design elements, our design strategy focused on natural textures and a palette of muted greens and terrazzo patterns, offering consumers a range of options to seamlessly integrate into their kitchen decor. Understanding the modern consumer's aversion to overt branding, we opted for a minimalist approach, allowing the elegance of the bottle itself to take center stage.

This strategic redesign transformed the dish soap from a utilitarian item relegated to the shadows beneath the sink to a coveted kitchen accessory, proudly displayed on countertops.

The success of this approach not only redefined Morning Fresh’s brand image but also aligned with the growing consumer preference for products that blend functionality with sophisticated design, marking a significant step towards meeting sustainability targets without sacrificing product appeal.