RESEARCH AND ANALYSIS. The project began with in-depth interviews with consumers—young parents, advocates of eco-friendly solutions, and those who choose household chemicals based on results, not on packaging promises. The results confirmed: people want effective, safe, and aesthetically pleasing products. Interestingly, the concept of "eco-friendliness" turned out to be multilayered: for some, it's caring for the planet, for others, for their home, health, and children. But the underlying motivation is the same: cleanliness must be provable, not just ostensible. At the same time, we conducted an audit of competitors: from mass-market brands to niche eco-labels. Most were playing to the same codes—green, leaves, clichés about "naturalness." What remained was the space for an honest, intelligent brand that speaks the language of science without losing its warmth.

Insights that formed the basis of the brand's strategic hypothesis:
– the customer wants to trust, not figure things out;
– “Eco” without effectiveness is worthless;
– Science commands respect when it explains, not lectures;
– Even cleaning can be an aesthetic and emotional process.

STRATEGY. We formulated the brand idea: “Cleanliness by Science.” It’s a philosophy where proven effectiveness is combined with a human touch. The face of the brand is the founder of the business himself, Ivan Dubinenkov, PhD in chemistry, Arctic explorer, and father of a family. He embodies a new generation of scientists – open, simple, and genuine, who make science a part of everyday life. The brand’s mission is to foster a culture of conscious home care, where science supports care. Thus was born a brand that speaks not with slogans, but with meaning: clean is when it works and does no harm.

PACKAGING AND LABEL DESIGN. We created a visual system where cleanliness and intelligence are palpable at first glance. The core of the brand identity is the capital letter "C," which has become the brand symbol and a navigational element within the packaging. It functions as a container, uniting color, category, and message. The packaging is smooth and ergonomic, with soft plastic and rounded lines reminiscent of a drop of water. This form is not only aesthetically pleasing but also functional: it's comfortable to hold, stable, and pleasant to the touch. The color palette is built on clean, neutral shades—white, taupe, and muted green. This aesthetic emphasizes the brand's honesty and tranquility, distinguishing it from typical "green" solutions in the category.

RESULT. CLEENY has become a brand that has transformed the perception of the category. It combines a scientific foundation, visual aesthetics, and trust built on a human approach. The brand is now perceived not as "green chemistry," but as a smart, safe, and modern alternative to household products. CLEENY – purity, proven by science and created with love.