RAZE

Already a successful B2C company, RAZE were in need of a consumer facing brand for their photocatalyst technology that was launching first in everyday household sprays.

The vision for the company, was to start with a common household item, but eventually become a material brand that consumers demand and seek from other products, much like Gortex or Intel. First, they needed a unique, recognisable and globally relevant brand that could exist on their first product line to raise awareness for them.

Through our research, it was clear that the household cleaning category was overcrowded with ‘loud’ brands. Rather than compete within this, and given that the technology and science behind the product was beyond the norm of the category, we wanted to also elevate the brand and positioning.

Just as everyday hygiene staples like hand soap and toothpaste are starting to become vehicles for consumers to build on their personal brand, cleaning products can also be more lifestyle and aspirational, sitting comfortably on a counter top rather than hidden away under the sink.

The technology behind RAZE is revolutionary and exceptional in its category, and the design should also set the product apart from every day surface sprays.