Chase Cleans Up The Swiffer Brand

Swiffer burst on to the cleaning aisle in 1999 and quickly became known as a fast and easy way to clean. But as the product line expanded, it had lost its distinctive look and shelf impact.


With that background, Chase Design Group created a 360 degrees brand update that includes everything from Swiffer’s logo to its packaging structure, a broad portfolio of assets that unify and modernize the brand.



Drawing inspiration from the original logo, the new version retains equity elements while modernizing the letterforms and simplifying the background sweep device. The new look seeks to encapsulate the balance between personality and performance that is at the core of the brand.