Under the Rust-Oleum umbrella, Mean Green set out to modernize its identity while staying true to its bold, no-nonsense roots. The refreshed packaging brings clarity to the shelf by emphasizing scent and color, making it easier for customers to distinguish between products. Each item is now color-coded and scent-forward, creating a more intuitive and visually distinct presence. The brand’s signature green not only nods to its legacy but also highlights its plant-based cleaning power by reinforcing a tougher clean with a greener purpose.

I was responsible for developing the full brand identity system, building on the newly designed packaging to create a cohesive and flexible visual language. From digital and social to in-store and print, the system features dynamic patterns, clear scent cues, and a balance of toughness and vibrancy. The result is a vibrant, approachable look that balances the brand’s signature toughness with fresh energy and clarity.