As a cleaning brand, Rosey serves to help keep the home a happy place, while still being eco-friendly and free of harsh chemicals. Its visual identity carries a feeling of friendliness and trustworthiness.
The illustration style of Rosey communicates a fun and expressive take on cleaning. By being scent-driven, it allows the consumer to almost smell the clean laundry, dishes, and countertops coming their way.
For this icon style, I went with a geometric look that serves the utilitarian aspect of Rosey's cleaning products. At the same time, I also took a chance where I could to depict something more lighthearted and playful.
From the beginning, I helped build the Rosey brand by exploring different illustration styles, graphics, and icons. Rosey needed to feel light, happy, and dependable—making cleaning feel less of a chore and more of a refreshing process. The illustrations lean into natural scent cues to connote eco-friendly ingredients, safe for the entire family.
The illustrations became giant scent cues, depicting lavender, bergamot, eucalyptus, and an array of many more scents. To emphasize the lighthearted and happy feel of Rosey, I drew them to be more funky and stylized instead of hyper-realistic. Rather than being a rigid illustration stuck onto the middle of the packaging, they work in harmony with the text, framing and floating around the important information.
Building off of the playful, non-realism style of the illustrations, the icons I created depict average concepts in more fun ways. For example, "No Added Dyes" is represented lightheartedly with a painter's palette. This direction helps this geometric style to not feel too boring or generic. In addition, all edges and corners are always rounded to emphasize the friendly, non-harsh quality of Rosey's products.
Photography: Matthew Schulert, Elisha Knight
Design: Savannah Mcanally, Anat Erez-Fellner, Mo Newman
