Elmwood scrubs up Buster identity

Elmwood has created the branding and designed the packaging for a range of kitchen and bathroom cleaning products launching this week, called Buster.

Commissioned by Challs International for a six-figure fee, Elmwood was appointed following a two-way, paid pitch in January, run as part of the Design Council’s 24/7 project.

Elmwood created a unifying brand name and a set of visual iconography for the Buster brand, which is designed to create a look that is less masculine than is usual for this type of product, explains Elmwood brand consultant Fiona Myles.

‘The ‘U’ in the name Buster is a U-bend and the visual identity is based on a plughole,’ Myles explains.