Brillo steel wool pads 

since its conception, Brillo has been synonymous with deep cleaning but Brillo can no longer solely compete in the kitchen arena. the brand beckons for a repositioning in the marketplace that takes it beyond the traditional household uses. 


Brillo is not made to make your life easy, its made to do the job right. those who take pride in the process do not concern themselves with quick + easy. 

brillo is for those who live to work. those defined by doing. 



print haikus


logo design | emphasis on simplicity

due to the long history and brand equity in the brillo name, we decided to keep the main elements of the logo while tailoring it to a niche market. the new mark is simpler, subtle, while alluding to the original. 



package design | emphasis on functionality

steel wool packaging for those who live to work should not be flashy or complicated. the new packaging puts an emphasis on functionality and texture. there are three sizes (small, medium, and large) and three grades (1 being the finest, and 3 being the roughest.) The packaging box shows the physical reflection of the grade on the left hand side, along with the corresponding code (S1 - meaning Small, Grade 1) on the right. 


in store distribution | shift from cleaner aisle to the tool aisle with a product testing display.


digital ads | any form of advertising that would be an interruption of the process of "doing" seemed like a contradiction to the new brand campaign. 

instead of creating an ad, we created an "anti-ad" that is a sponsored time during which whatever song one was listening to while working would play straight through the allotted ad space. 



subscription service | a service that allows those buying steel wool pads to buy them in bulk and not have to think about looking for them in a store aisle.


do | op in detroit, michigan

another form of Brillo practicing what they preach is a sponsored co-op workspace where craftsmen, engineers, and others alike could have a space to practice their craft. this space would be fully equipped with machinery for welding, 3-d printers, and brillo steel wool products. 



hard scrubbing with  george zeigler | cbm   caitlin blumer | strat   jeff tune | cw    xia du | xd