Brand Identity And Packaging For Nowadays Cleaning Products
Laundry cubes with better branding than half the tech startups out there.
ESPINA Studio developed a bold and playful identity for Nowadays, a New York-based cleaning company offering detergent cubes for laundry, dishes, and toilets. The design features a geometric wordmark inspired by the cube shape, colorful packaging systems, and quirky illustrated mascots that bring personality and clarity to the brand across physical and digital touchpoints.
Insights
- Espina built the full brand for Nowadays, a New York cleaning company whose cubes handle laundry, dishes and the toilet — serious cleaning power in a tiny format.
- The wordmark sits on a custom geometric typeface that echoes the shape of the cube itself.
- A cast of illustrated mascots — little cleaning heroes — gives a dull category real charm.
- Packaging is the centrepiece: colour does the navigating, with three shades for three product categories and a secondary palette for scents.
- The brand was bold from the start; Espina's job was to make every touchpoint, from shelf to screen, carry the same attitude.
- It rides the eco shift from plastic bottles to concentrated tablets — and looks more fun than half the tech startups out there.
