Mr. Muscle

“Only a talented, dedicated, and professional team can successfully implement a design in countries as distinct and with such diverse ways of working as China, India, Russia, Saudi Arabia, Thailand, or South Africa.” Juan Demergasso (Marketing Manager for Developing Countries, during the project development) THE CHALLENGE In 2006, when SC Johnson called us to design the branding for Mr. Muscle, the brand had a variety of designs scattered across different markets worldwide. The challenge was great: to showcase the new face of the brand for emerging countries and create a character as unique as the product it represented. THE OPPORTUNITY We created a single and unique Mr. Muscle. Strong in its appearance, approachable, trustworthy, immersed in a brand architecture accentuated by the color orange, which is a color with a strong presence. We managed the brand's development from Argentina: at a time of multinational design and communication groups, the cleaning superhero arrived flying from a totally independent studio. THE RESULT A decade later, following the guidelines of our design, Mr. Muscle unified its identity globally and became the largest cleaning brand in the world. 10 years working for a family-owned multinational, interacting with over 30 marketing departments across more than 60 countries.