Case Study: Jelmar LLC reinvigorates CLR for modern retail success with Array Creative

Jelmar LLC refreshes CLR across 27 items with Array Creative

Jelmar LLC, the owner of the cleaning products brand CLR, faced the challenge of reinvigorating its iconic but aging brand to reach a new generation of consumers. The brand had lost market share to competitors and had low awareness among modern shoppers compared to established names. Array Creative was engaged to provide market analysis, brand positioning, and package design services to reposition and redesign the brand for the modern marketplace.

Array Creative conducted consumer insights research and concept validation testing to inform a comprehensive rebranding solution. This included a redesigned logo that reincorporated legacy elements, a new "We Know Clean" brand positioning, and a unified packaging system with a strategic message hierarchy. The new designs, which also featured a modern interpretation of heritage color bands, were validated through testing with 500 end-users. The result was a cohesive brand strategy and packaging system for 27 products that successfully delivered at retail.

Jelmar LLC