Entering a tough and shrinking category, a new cleaning innovation won over consumers with a brand and pack design that credibly communicate the product’s efficacy and environmental credentials. The range achieved £600,000 worth of sales in its first 18 months and has been exported to ten countries outside of the UK. The challenge for Challs and Bulletproof was to create a brand positioning, name and brand world to persuade consumers that the new range was both eco-friendly and effective. The brand name ALKIMI, brand symbol and bottle design and structure all reflect the science behind the product’s cleaning power as well as its synthesis with nature and provide excellent shelf standout. Incorporating a suite of symbols and surges of colour, the sophisticated design makes range navigation easy, while the pack’s bottle, trigger and sleeve are 100% recyclable.