rosey

branding

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.

illustration

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.

icons

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 chances where I could to depict something more lighthearted and playful.

Display of cleaning products next to a sink. The packaging depicts lavender flowers, bubbles, and water drops.

funky, fresh, & clean

I helped build the Rosey brand from the beginning, exploring different illustration styles, graphics, and icons. We wanted Rosey 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.

Fruit and veggie wash spray bottle surrounded by strawberries, carrots, bell pepper, and grocery bag. The illustration on the packaging depicts various fruits and vegetables.
Various scents of cleaning supplies surrounded by lemons and flowers.
Packaged laundry detergent pouch and bottle in a wicker basket.
Hand using tablet pen to draw digital illustration on an iPad. The illustration depicts cartoonish lavender flowers.

The illustrations become giant scent cues, depicting lavender, bergamot, eucalyptus, and an array of many more scents. To emphasize the lighthearted and happy feel of Rosey, we 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.

Display of toilet bowl cleaner, spray cleaners, sponges, brushes, and towels.
Grid of icons in a bold, smooth, and geometric style. A star with bursts depicts "spotless sparkle", a paint palette depicts "no added color". Back of packaging for two unscented cleaning products, displaying descriptive text and icons.

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. 

credits

Photography: Matthew Schulert, Elisha Knight
Design: Savannah Mcanally, Anat Erez-Fellner, Mo Newman

Display of various colorful cleaning products. They sit on a tiled floor next to a brush, plant, and towel.