Marx Design 60 Everdaily

  • Pou Auaha / Creative Director
    Tristan O'Shannessy
  • Ngā Kaimahi / Team Member
    Janine Bickerton
  • Kaitautoko / Contributors
    Victoria Wigzell, Yuki Sato, Drew Robertson
  • Client

Everdaily is a one-size-fits-all approach to cleaning with the aim of simplifying our daily chores, while also reducing disposable plastic waste. Launching with two concentrate cleaners that when mixed with water can be used for all household cleaning. The dilution of the concentrate determines the use of the cleaner, more concentrate to water for heavy need areas such bathrooms, and less for streak free glass cleaning.

The target audience is the conscience household shopper, to be sold both direct to consumer and in major retailers across New Zealand, with eyes on Australia as a second market.

Concentrate cleaning liquids with refillable spray bottles are a new category in New Zealand, and as such the everyday consumer requires some education on how the product is to be purchased and used. Functional communication is paramount. Another challenge is that being a non-disposable product the design needed to be something you’re happy to hold on to, keep around the house, and not replace unless necessary.

Given the communication needs and the functional nature of the product, we looked back to a time when the design of household items such as cleaning products was a purely practical affair. Inspiration was drawn from the utilitarian design of the 50’s and 60’s, when packaging simply communicated what was inside the pack.

Embracing the utilitarian approach to functionality, we made a feature of the dilution for each vessel – 1:1 being the undiluted concentrate, 1:5 being one fifth concentrate to four fifths water and so on. This design system is qualified by easy-to-use dilution instructions on the back of the packaging.

Contrary to the utilitarian approach, the outcome had to have a modern, design lead desirability to it – something a modern consumer would be proud to have in their cleaning cupboard. Considered grids, typographic finesse and a modern colour palette saw to this.