Turning Jobs Into Joy – Brandon Consultants Rebrands Fabulosa For The Tiktok Era

The household cleaning sector may once have been defined by muted packaging and clinical promises of efficacy, but not so today.

Where most competitors focus on serious, reserved tones, the team at Brandon Consultants has repositioned Fabulosa as a positive lifestyle brand, celebrating the joy of a clean home. The overarching design strategy, “turn your ‘to-do’ into ‘ta-da!'”, was developed to celebrate this satisfaction.

Fabulosa’s upbeat personality taps into a surprising cultural shift – there is an ever-growing audience on TikTok and Instagram who enjoy watching and interacting with cleaning videos online. A quick search of social platforms reveals a vast number of “cleanfluencers” – a collective of content creators bringing their followers the latest cleaning hacks, decluttering tips and product recommendations.

Small cleaning companies have also joined this trend, marketing their businesses with “day-in-the-life” style videos, favourite products and before-and-after photos. Cleaning is big business on social media in 2026.

The new branding designed by Brandon Consultants

Since its inception in 2019, Fabulosa has tapped into this social media powerhouse, attracting 183,000 followers on TikTok and 270,000 on Instagram. Richard Taylor, co-founder of Brandon Consultants, explains that the goal of the rebrand was to turn the “manufacturer’s success story into the fierce brand it had the licence to become”.

He contacted the founders directly after identifying potential for the brand, leading to a five-month, fast-paced design process that bypassed traditional pitching.

The strategy team at Brandon Consultants worked closely with Fabulosa to ensure the approach reflected the correct consumer mindset. “Once we’d mapped these out together, we defined a new set of product pillars and developed a supporting packaging design system based on fixed-and-flexible assets,” explains Anna Tolstoluzhska, brand strategist at Brandon Consultants.

One of the main challenges the team faced was ensuring consistency across an ever-growing portfolio while maintaining a distinct personality. “Fabulosa had grown quickly, and they were launching new products all the time. But as a brand, there were challenges with inconsistency and product navigation. It was all becoming a little chaotic,” explains Katie Rowley, design director at Brandon Consultants.

The new branding on packaging

To achieve this “fierce” persona, the agency adopted a “dazzlingly deliberate and unapologetically kitschy” aesthetic. Rowley describes the process as one of the most fun projects she has worked on, noting it was an “anything goes kind of project” where she could “cover lemons in glitter” or create a “sparkly lawnmower” to represent fragrance cues.

This sense of play is anchored by a sophisticated visual identity system. The team recrafted the brand mark, placing the gold Fabulosa wordmark within a gold circular holding device to drive recognition across the vast portfolio.

The colour palette was amped up for maximum contrast. “Gold was always going to be on the table,” says Rowley. “As the Fabulosa logo was already gold, this colour was one of the only existing key brand assets they had, so it felt right to leverage it. However, there were multiple versions of the logo and varying shades of gold being used in different ways, so fixing this was one of our first tasks.”

The team then took the existing pale pink from the brand’s website and increased the volume. “Pink had been used on the brand’s website, but it was a pale shade that wasn’t doing anything in terms of distinctiveness and certainly didn’t communicate the brand’s attitude. If you’re going to be pink, be PINK!” Rowley remarks.

When it came to the secondary colour palette, they opted for more traditional shades with a twist. “We did the usual things you’d expect to denote fragrance – yellow for lemon, purple for lavender, blue for cotton fresh, etc. – but we amped up the vibrancy to provide a whack of contrast to the gold and pink. Nothing is apologetic, and everything felt intuitive to the brand’s new direction,” says Rowley.

Before and after: The old packaging on the left and the new packaging on the right

Navigating a portfolio of over 150 products required a careful balance of function and expression. “We always explore typefaces to ensure that they are a true reflection of the brand. After all, a typeface is a key brand asset and should be distinctive,” Rowley explains.

The agency selected Acumin Variable as the primary typeface for its bold, functional simplicity. This is paired with Kangmas Italic, a secondary font used to be more expressive yet still legible. “‘Fresh floors, fierce vibes’ was a sentiment we had on our brand blueprint and this served as inspiration when we were looking at typefaces. One part function, one part expression,” says Rowley.

This was paired with new iconography, “feel-good photography” and dynamic patterns used to create 3D environment backdrops to connect fragrance cameos to real-world product use.

Fabulosa received the brand guidelines in December and are currently rolling the new design out across the entire portfolio.

The new branding created by Brandon ConsultantsThe new iconography for the cleaning manufacturerOOH advertising for Fabulosa featuring feel-good photography

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