The London Oil Refining Company: Astonish

Astonish, a cleaning products brand, challenged category norms by launching branding that reflected order rather than cleaning power graphics to increase distribution and sales in the UK.

Design consultancy: ElmwoodAdvertiser: The London Oil Refining Company

Executive Summary

Astonish is a family-owned cleaning products business, with squeaky clean ethical credentials, but low brand awareness. Over 40 years ago, it started selling oven cleaning products door-to-door, and had grown its range to over 60 products, and its turnover to around £17m per annum.

Despite a good presence in the value retailers, Astonish had failed to gain listings in the major multiples, but it knew that if it was to deliver its growth ambitions, it needed to change perceptions not only amongst consumers, but also buyers, in...

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