The British household cleaning brand Fabulosa, founded by the Sharp family in 2019, has updated its corporate identity and logo. The brand gained fame thanks to its scented cleaning products, which transformed cleaning from a tedious chore into a more pleasant household ritual. After the pandemic, demand for the products grew, and the brand needed a new image for its next phase of growth.
The brand’s foundation has always been built around a simple idea: a clean home is not just about order, but also about a good mood. The new logo and packaging were designed to convey exactly that sentiment and help the brand transition from a successful startup to a larger international brand.
The updated logo retained the previous logo’s round shape but presented it differently. Now the circle is rendered in a golden hue with a soft metallic sheen. Inside is the name Fabulosa, set in a bolder typeface. A small star has been added nearby, lending the image a sense of celebration, freshness, and lightness.
The golden emblem is associated with pleasure and vivid everyday emotions, which are the very reasons the brand builds its connection with customers. The message is aimed at people for whom it’s not just the cleaning results that matter, but also the experience of the process itself. The new design system was developed by the British agency Brandon. The team’s task was to convey the emotions and impressions that arise when using the products.
The name Fabulosa, by the way, derives from the word “fabulous,” meaning “magical” and “excellent.” The name itself embodies the desire to make routine tasks more enjoyable. The brand conveys its variety of scents through vibrant design and packaging that evokes associations with freshness, cleanliness, and home comfort.
The new look is centered on rich colors and decorative details that reinforce the fragrance theme and give the line a more cohesive feel. The brand has also considered the practical aspects. The packaging needs to stand out on the shelf while maintaining a sense of unity within the collection. The rebranding helps the company enter foreign markets with greater confidence and strengthens its emotional connection with its audience.