While it may seem that the household cleaning products market is oversaturated, finding a high-quality, affordable product that really does what it says is not an easy task. ChistoProfi, a new brand that brings a fresh perspective to household chores - whatever they are - offered the ultimate solution to the customers’ problem. The brand positions itself as a meticulous expert on cleaning, one that definitely gets its message across right away: it will take proper care of the result. Our task was to create a verbal and visual identity for the brand, including a name and packaging solutions. It was also key to ensure that these can act as independent channels of the brand’s communications with the audience - a factor that is especially important for an emerging brand with a modest marketing budget. The name we came up with - ChistoProfi - captures both the functional and the emotional aspects. We invented a brand character to act as the protagonist of the artwork featured on the package - a cleaning expert represented by a detective with a keen eye on detail. Indeed, you must be called Sherlock Holmes if you manage to find even the tiniest particle of grime after you have used any of the brand’s cleaning products!