Since the early 1900s, Brillo has became one of the top recognizable brands in the US for its steel wool products. However, even though Brillo is still a trusted name, it is losing top of mind recognition with the consumer. We were tasked with revitalizing the brand in a creative way.
Brillo is not just for pots & pans anymore. It’s for the passionates, the hardcores, those who get their hands dirty.
The industries wielding Brillo as a tool are virtually endless; these roles need to be tapped into to establish Brillo as the ultimate tool for hardcore jobs and versatility. Competitively, the giant of 3M singularly represents the everyday cleaner, but Brillo users aren’t novices – they’re passionate about what they do.
By redefining Brillo’s brand equity and target, we want it to refocus its core function as a flexible tool.
Spread knowledge of its uses
Brillo needs to educate consumers on the variety of uses it provides and show how it’s a tool, not just a cleaning product.
Facelift Brillo’s brand and voice
Differentiate Brillo from the cleaning product category and give it meaning that’s relevant to the hardcore audience.
Find new ways to the customer
Shelf space is decreasing and users are shopping in different ways – Brillo needs to find a new avenue to the consumer.
Create new tools that cater to the cleaning fanatics behind Brillo. Help them accomplish their passions in even more ways.
We’ve created a new Brillo site which helps the brand convey it’s voice. Meanwhile, it’s a great tool for the customer to choose and customize their Brillo tools.
The following walk-through video illustrates the interactions and the navigation. This prototype is built with HTML, CSS and JS.