Before

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Super Iron Out

In the hierarchy of consumer products, household cleaners may not be glamorous but they provide consumers with problem-solving benefits for tough cleaning tasks.  Super Iron Out is a granular rust and stain remover for households with high percentages of iron in their water supply.  The brand has grown with the expansion of the housing market into suburban and rural areas that have ‘hard water’.  Yet its image didn’t reflect the product’s efficacy and wide range of benefits among competitive products in expanding retail channels.

The management of Summit Brands asked Dean to redesign the brand graphics with more impact for its line of Super Iron Out bottles in various sizes.  All copy needed  to be bi-lingual in English and French for the Canadian market.  

The new brand graphics feature a bold logotype supported by powerful colors and easy-to-read product descriptions. The new labels clearly communicate the benefits of removing rust and iron from virtually all surfaces in the home, as well as from clothing and fabrics. Pictograms are used to quickly and non-verbally communicate the variety of applications for consumers seeking specific cleaning solutions.