the brand
Starclean is a modern household cleaning brand on a mission to democratize hygiene for Indonesian families. Built on the philosophy that a sparkling home shouldn't come with a premium price tag, Starclean positions itself as the "smart choice" in a market dominated by legacy giants. The brand name reflects its core promise, a "shining star" result that brings brightness and cleanliness to every corner of the home. Targeted at practical, value-conscious consumers, Starclean balances high-efficacy formulas with a humble, approachable personality, ensuring that top-tier cleanliness is accessible to everyone from busy professionals to students.
the process
Our challenge was to create a visual identity that disrupts the "sea of sameness" on the supermarket shelf. We needed a look that signaled "trusted cleaning power" without looking clinical or intimidatingly expensive. We developed a vibrant, color-coded packaging system anchored by the keyword "Modern Freshness." The design utilizes dynamic gradients and bold typography to communicate ease and energy. The result is a flexible visual system that scales effortlessly across diverse SKUs, from floor cleaners to dish soaps, creating a cohesive shelf presence that feels both effective and friendly.
credits
Client — Starclean
Packaging Design — Circa Creatia
Teams — Nuriana Sekarlintang, Riza Fauzia, Cita Filda, Riski Kusniyanto
Year — 2025