The last time home cleaning goods brand Clean Cult underwent a brand refresh was in 2023, ahead of its national retail launch into Walmart stores. The plucky and tongue-in-cheek DTC brand, which leaned into religious-level devotion to cleaning and sustainability, went to design studio Robot Food, which updated the brand identity, including a new refillable system featuring paper carton refills, glass bottles, and sprayers.
“This new refresh takes a more holistic approach. It focuses on our aluminum bottles, making them more recognizable as sustainable, premium options while also elevating scent across both filled bottles and refills, said Clean Cult CEO Ryan Lupberger at the time. “It’s not just about how the products look on shelf, but how they connect with people in those first few seconds of discovery.”
Fast forward to 2025, and Clean Cult is once again refreshing its branding and packaging, but this time, it’s hitting Walmart’s rival, Target. Robot Food returns to the brand, updating the packaging to highlight the scents and metallic substrate of the redesigned aluminum bottles.
