Cleaning brand Challs gets swirling new identity

Elmwood has rebranded household cleaning products brand Challs International by creating a swirling “C” device that contains interchangeable objects such as a plughole, hob ring or a washing machine.

The consultancy was tasked with creating an identity that would be “simple and impactful” yet work internationally.

Capitalising on the brand’s approaching 25^th anniversary Elmwood has looked to build confidence in the brand in a bid to show suppliers and retail partners and it is “a credible global player”.

The swirl device communicates strength and confidence and will help position Challs International as an iconic brand according to Elmwood.

Language has been used to indicate product performance and has a direct and straightforward tone.

Elmwood account director Kelly Broomhead says: “We appraised all of the Challs International values and what the portfolio of products strives to achieve – changing the way people clean.”

The main touchpoints for the new design will be this new website and marketing collateral.