Don’t let your denim love fade.

A category-breaking product that cleans jeans without washing. Spray True avoids the typical fading and damage to denim fibres that happen with machine washing, so your jeans last longer.

Focusing on the product’s promise that if you don’t wash your jeans they can last a lifetime, we built an identity and visual world around a tattoo aesthetic, representing something that you love that stays true for the rest of your life. The result is a distinctive look that breaks typical laundry category codes to create cut through.

NAMING / BRAND IDENTITY / PACKAGING / COPYWRITING