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HE HATES DIRT.
YOU’LL LOVE THE RESULTS.
A cleaning brand built from the character out.
Big personality. One very dirty little idea.
FROM DUST TO BRAND
Dusty began as a self-initiated exercise in building a brand from the character out.
Rather than starting with a logo and trying to give it personality later, I started with Dusty himself. A scruffy little ball of dust with attitude, confidence and one very clear purpose: he hates dirt.
Once his personality was established, the rest of the brand had somewhere to come from. The identity, colour palette, packaging, products, website, vehicle graphics, uniforms and social content could all speak with the same voice.
The idea was to see how far one character could travel. Could he sell the service? Live on a bottle? Carry a social campaign? Show up on a van and still feel like the same brand?
Dusty became more than a mascot.
He became the brand.
ONE CHARACTER. A WHOLE WORLD.
1. CHARACTER TO PRODUCT
Dusty’s personality became a complete product family, turning everyday cleaning supplies into something distinctive, memorable and fun.
2. CHARACTER TO EXPERIENCE
The brand moved beyond the shelf into vehicles, uniforms and the service experience, making Dusty recognizable wherever he showed up.
3. CHARACTER TO CULTURE
Social, digital and merchandise gave Dusty a world of his own, creating endless ways for the character and the brand to stay alive.
EXPLORE THE FULL COLLECTION
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