Seriously, if you look closely you can actually see a marketing VP come downstairs and bully the in-house creatives. That's them, quivering in fear behind the jackbooted corporate logo.
You can read the warm and fuzzy story behind Green Works here, including how it earned a stamp of legitimacy from the Sierra Club. But for as eco-friendly as Green Works products seem to be, sorry, that Clorox logo is always going to shout "old-school super-noxious bleach."
Maybe the dissonance is part of PR maven Ketchum's ploy for buzz. If so, congratulations. It's working. I just wonder how long it will compensate for the otherwise safe, generic Green Works logo and package design.
Shouldn't Clorox have taken a cue from Method soap? There's design that puts Clorox to shame. Now that would have been a powerful break from standard marketing conventions (a significant portion of which Clorox is responsible for): serve up this new product with a radical new package and identity.
Hey, I'm glad these guys put such effort and investment into these products. But since this blog is about brand choices that attempt communicate green in a tough market, I gotta call 'em out for their design choices. Not good.
It may not be fair, but I feel reflexively suspicious: if the Clorox recongizes the power of a strong logo, why didn't it put effort into developing a strong one for Green Works? Of course they want to leverage their brand equity. I get that. But this combination radiates the feel of a McDonald's Vegan Meal.