Family-owned, British cleaning products business Astonish, had an ambitious growth plan. But stronger shelf standout was required to achieve it. The brand had a good presence in value retailers, but to rapidly grow revenue Astonish needed to gain mainstream grocery listings. A new brand identity has elevated consumer and retailer perceptions of Astonish, repositioning it as a credible household cleaning brand beyond the value retail sector. The new packaging design brings a visual sense of calm and orderliness, contrasting with the visually agitating ‘whizzes’ and ‘flashes’ typical of the fixture. And its physical footprint differentiates it further, enabling consumers to effortlessly shop the range. In the year following redesign, existing value retailer stockists have taken on more product, whilst significant new listings at Morrisons and ASDA have been secured, delivering an additional £300,000 in value sales. Volume sales are up 8% and the business is saving over £40,000 per year in costs with the bottles’ new shrink sleeve. Manufacturing of Astonish products now runs through the night to keep up with demand, and the workforce has grown from 72 to 82.