Some of the best ideas arrive uninvited. While engineering a surface spray to neutralise Coronavirus, Dr. J.J. Richardson stumbled onto something unexpected: the formula was equally devastating at eliminating odours. That discovery became SWIFF, a dual-action antibacterial and odour-eliminating spray now sold in 45 countries and featured on Shark Tank. The brief was ambitious: build a brand capable of sitting alongside the household staples that already own the world’s shelves.
The challenge wasn’t just visual. It was philosophical.
SWIFF was asking a health-conscious audience (mothers, fitness enthusiasts, pet owners) to welcome a brand-new product into their homes with complete confidence. The science is genuinely remarkable: natural, non-toxic ingredients delivered through a patented double-spray nozzle, where two liquids combine on contact to neutralise odour at a molecular level. But science, communicated as science, rarely sells household products.
The work was to translate real innovation into warmth, clarity and shelf-stopping recognition; to make something brand new feel instantly trusted.
Three brand pillars shaped everything: Ubiquity, Safe and Trustworthy, and Love and Compassion. The name itself grew from this foundation. Working through the language of smell (whiff, sniff, the lightness of an exhaled breath), SWIFF arrived as both functional and phonetically perfect. The double-F mirrors the product’s double-spray nozzle. Said aloud, the word floats.
The logo drew on retro soap brands, their friendly fat lettering and bold confidence. A custom typeface, skewed at 15 degrees, gives SWIFF a personality that feels familiar and fresh in the same breath. Deep blue anchors the palette for trust; bold illustration keeps it playful. The brand voice matches: think a knowledgeable friend rather than a product label.
The packaging had a specific problem to solve. Two separate liquids. One vessel. The opaque SWIFF-blue bottle does the work quietly: it suggests confidence without needing to explain itself. Custom-moulded in recyclable polypropylene, with no lid and no outer packaging, it carries the brand’s sustainable values without advertising them.
SWIFF is now available in 45 countries across North America, Europe, Oceania, Asia and the Middle East. A happy accident, thoughtfully made into something built to last.
Get in touch to learn more about my brand identity, packaging design services. I love bringing new products to life in exciting ways, so if you’re preparing to launch into the world and need something a little different, I’d jump at the chance to support you!
