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Manchester-based creative agency If is behind the European launch of McBride’s new Amazon-exclusive laundry brand Clenzd.

The customer insight-driven project involved conceiving the brand name, identity and packaging. The suite of laundry and dishwash products needed a distinctive voice, identity and brand story in a highly-congested digital marketplace.

Following rigorous consumer research, brand workshops and competitor analysis, If set about creating Clenzd and all the assets needed to establish the brand with a modern approach to thoroughly ‘cleansing’ your home, creating an ‘Insta-worthy space’ to be proud of.

Laura Jones, senior account manager at If, said: “It’s not every day you get to work from the ground up on a new product launch across Europe. 

“It was enlightening to discover how different territories perceive homecare products/tasks, and off the back of this working on name generation. Unlike other projects with McBride, Clenzd didn’t have physical shelf presence in stores, so it was an exciting challenge bringing the personality to life in a solely digital space.”

Andrew Smith, head of global marketing at McBride, added: “It’s been another great project with If, who totally brought the brand to life and created an identity for a range that needed to work across a number of countries.

“Focusing on young trend-followers was a great tactic at ensuring the products become ‘scroll-stopping’, but also promise great cleaning results. We already have plans for extending the range in the future and we’re excited about how the products are received online.”

McBride is a leading European manufacturer and supplier of private label and contract manufactured products for the domestic household and professional cleaning/hygiene market.