The company has been rebranded by New York consultancy aruliden, which also developed the new product designs.
AM launched in 1971 and initially produced cleaning products for record players and vinyl. It has developed, over time, to specialise in cleaning new gadgets such as smartphones and tablets.
The company says, ‘As we become increasingly reliant on touch-screens, cell-phones and other handheld technologies, there’s been a gap in the market for a safe, fun and well-designed product that gets rid of the schmutz and brings back the vibrant shininess to our screens.’
The new range of AM products, which is going on sale next month, includes a series of all-in-one sprays and microfibre cloths, pumps, wipes and refill units.
In addition, AM’s original vinyl cleaner has received a makeover as part of the range.
To promote the new products, Los Angeles-based illustrator Geoff McFetridge has created a range of illustrations which will be used on AM’s promotional material and website.
The illustrations reference studies that claim the most mobile phones are dirtier than the average toilet seat, kitchen counter or pet-food dish.