In a category defined by clinical cues, soft colors, and familiar promises of cleanliness, we saw an opportunity to do the opposite. For Gooey Grimey Gone!, the challenge was to make hygiene feel less like a necessity and more like a story—creating a bold, character-led world designed to stand apart from the conventional language of children’s wipes.

OUR APPROACH
Rather than hiding the mess, we made it part of the story. Goo, grime, dirt, and clean became a cast of expressive characters, creating a distinctive visual universe that extends across packaging, illustration, animation, and brand communications. Developed through research and collaboration with writers, animators, producers, and the brand team, the system combines bold graphics, humor, and motion to turn an everyday hygiene product into something playful, memorable, and unmistakably its own—celebrating the freedom to get messy, with a gentle way to make it gone.

DESIGN SCOPE
Brand Strategy · Creative Direction · Naming · Brand Identity · Character Development · Illustration · Animation Concept · Storytelling · Art Direction · Packaging Design · Copywriting · Motion Design · Brand Communications