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For: Brand managers and marketers at manufacturing companies who are launching a new line of everyday consumer goods and want the shelf to sell itself, and the system to scale without agency involvement.
Case Study: Creating a Cleaning Products Brand – Naming, Visual Language, and Brand Book for the Manufacturer Arnest
- Reading time: 6 minutes
Business Type
Household chemicals manufacturing, consumer goods.
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Scale
6 product lines, 12+ SKUs.
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Challenge
To create a brand that is understood by both corporate procurement managers and retail customers without losing integrity.
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Solution
Naming, brand identity, modular packaging system for 6 lines, brand book, presentation templates, and product cards.
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Timeline
60 days
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Key Feature
The label's modular grid consists of six independent zones. A new product can be assembled following the brand book rules without agency involvement, and it will immediately fit into the line.
In this case study:
Developing the SAMP home care brand from scratch.
How to develop a household chemicals brand targeted simultaneously at the corporate sector and the retail consumer.
Challenge: Reaching two audiences with one face
The product was initially designed for two channels: retail stores and corporate procurement.
These are two different customers with different decision-making logic.
The retail customer chooses with their eyes: they notice the product on the shelf, read the product name, and are guided by color and imagery. The corporate procurement manager looks at the assortment structure, product coding logic, and ease of working with the price list.
The brand had to speak to both without two different packages and without compromising in favor of one market. An additional challenge: six product categories with different application areas. The system had to unite them under one brand while providing the customer with instant navigation within the line.
The retail customer chooses with their eyes: they notice the product on the shelf, read the product name, and are guided by color and imagery. The corporate procurement manager looks at the assortment structure, product coding logic, and ease of working with the price list.
The brand had to speak to both without two different packages and without compromising in favor of one market. An additional challenge: six product categories with different application areas. The system had to unite them under one brand while providing the customer with instant navigation within the line.
What's on the shelf: category analysis
The household chemicals market in the mass segment is visually overloaded. Most brands use loud, bright solutions: large lettering, mismatched fonts, an excess of decorative elements.
Professional lines for businesses go to the opposite extreme: white background, minimal color, faceless typography.
The middle ground was free: a visually clean, confident product that looks neither like cheap retail nor a warehouse. This is exactly where SAMP positioned itself.
The middle ground was free: a visually clean, confident product that looks neither like cheap retail nor a warehouse. This is exactly where SAMP positioned itself.
Naming and Logo: A Sign of Effectiveness
The name SAMP is derived from the English word "sample" – a model, an example.
The brand positions itself as the standard of effectiveness in the category. The name is short, easy to pronounce, and reads well at any size.
The logo is built on contrast, and the symbol creates a sense of confidence and movement without fuss.
Three versions of the logo cover all formats: primary for most applications, inverted for dark backgrounds, and a short version (symbol only) for small formats: caps, icons, corner badges.
The logo is built on contrast, and the symbol creates a sense of confidence and movement without fuss.
Three versions of the logo cover all formats: primary for most applications, inverted for dark backgrounds, and a short version (symbol only) for small formats: caps, icons, corner badges.
Packaging System: Modules Instead of Templates
How should the system work when the line grows from twelve positions to thirty?
How to add a new product without risking breaking the visual flow?
The answer is a modular grid of six zones. Each zone is responsible for its own type of information and occupies a fixed place on the label.
The answer is a modular grid of six zones. Each zone is responsible for its own type of information and occupies a fixed place on the label.
Six Lines in One Visual Logic
The color system solves the navigation problem without explanation.
Each category received a pair of colors – saturated and light within the same palette. Patterns for each line are designed to visually rhyme with the application area.
In the Environment: Shelf, Marketplace, Business Presentation
The brand book covers not only packaging.
Presentation templates are built on the same constants: colors, modular logic, photo style. When a sales manager opens a presentation for a corporate client, it looks just like the packaging on the shelf.
Got a similar task – launching a line or organizing your assortment? Tell us about it, we'll respond within the day.
Q&A
The key is a unified visual system without compromises. The retail customer chooses with their eyes: color, icon, and image matter to them. The corporate procurement manager looks at the assortment structure, coding logic, and price list convenience. In the SAMP project, we combined both requirements through a six-zone modular label grid. The retail customer reads the color and icon on the shelf. The corporate client sees clear logic in the names, volumes, and coding. One package – two sales channels.
A modular system. Instead of a fixed template, we designed six independent zones on the label. Each zone is responsible for its own type of information: brand, category, volume, icon, pattern, coding. When a new product appears, a designer or marketer assembles the label according to the brand book rules – without agency involvement. The new bottle immediately fits into the visual lineup and doesn't break the system. This works for 12 SKUs and for 30.
Most mass-segment brands use loud colors and overloaded graphics. Professional lines go to the other extreme – white backgrounds and faceless typography. SAMP occupies a free niche: a visually clean, confident product. Neither "cheap retail" nor "warehouse." A contrasting logo, patterns that rhyme with the application area, and color pairs for each line. On the shelf, it reads as a standard of effectiveness – without unnecessary noise.
Project Team:
- АРНЕСТclient
- Ekaterina Sichkarfounder of the creative agency SICHKAR GROUP
- Victoria LymarDirector of Branding and Design
- Anna StefkinaSenior Designer
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