How do you take the work out of housework?


Swiffer burst into the cleaning aisle in 1999 and quickly became known as the fast and easy way to a great clean. As the brand expanded its portfolio, it became increasingly more difficult to navigate at shelf. Additionally, Swiffer had slowly lost its distinctive dynamism, ultimately becoming more impersonal and a lot less fun.

The Solution

The Swiffer redesign is a 360º brand update that includes everything from logo to packaging structure. Chase rationalized Swiffer’s complex architecture at shelf and created a broad portfolio of assets that unify and modernize the brand. The new look perfectly encapsulates the balance between personality and performance that lives at the core of the Swiffer brand.


Drawing inspiration from the original logo, the new Swiffer logo retains equity elements while modernizing the letterforms and simplifying the background sweep device.