Nowadays

Nowadays is a New York-based cleaning company doing what most people wouldn't expect from a detergent brand: making it fun and practical. Their product line of detergent cubes for laundry, dishes, and toilets is built around the simple but powerful idea of serious cleaning power in a small package. From the beginning, the brand had a bold attitude, and we wanted to make sure everything around it could convey that same attitude.

The wordmark set the tone immediately. We customized a geometric typeface that alludes to the cube shape of the product itself, giving the logo a visual logic that feels intentional. Alongside it, a set of illustrated brand mascots: small, quirky little cleaning heroes that bring personality to the brand and make it instantly endearing.

With three product categories to communicate clearly, the packaging system became central to its presence. Color became the clearest organizational tool, with three distinct shades assigned to each category; a second complementary palette is layered in to differentiate individual fragrances. Custom iconography keeps key information readable at a glance, and playful copy maintains the brand's personality front and center, even in the fine print.

Beyond the physical product, we translated the full identity into a digital experience that prioritizes accessibility and the shopping journey without compromising the visual boldness established across every other touchpoint. To finally tie everything together is a defined brand DNA: a clear personality and set of principles that ensure Nowadays shows up with the same energy. Whether it's on a shelf, a screen, or anywhere in between.