Lemi Shine, a family-owned nontoxic household cleaning brand made from 100%natural citric extracts, continues to remain on the forefront of innovation, performance and design in the CPG cleaning space with its latest brand development – a new look.

The company partnered with Helms Workshop (helmsworkshop.com), a multi-disciplinary creative agency in its hometown of Austin, TX to simplify and streamline the packaging; better organize and remove visual clutter; and differentiate safe, powerful Lemi Shine products from competitors on the shelves. In an effort to better speak to its core consumer, the 22-year-old brand simplified and streamlined the packaging while differentiating itself from competitors on the shelf.

The end result? Vibrant, sleek new packaging that resonates with its target demographic both on the shelf and in the home. A transformation so different from the original packaging that it pushed Lemi Shine CEO Curtis Eggemeyer so far out of his comfort zone that he initially wanted to abandon the redesign altogether (a decision consumer testing would prove wrong later on).