• Consumer Insights
  • Brand Vision/Positioning Strategy
  • Brand Identity & Packaging Design
  • Brand Architecture


Microban is a global leader in antimicrobial protection, but even global leaders need a refresh now and then. So, they came to SRG, looking to develop a new global brand vision, brand architecture, refreshed brand identity and packaging system to expand into CPG. Sounds like a lot of work? It was. A lot of hard, incredibly collaborative, incredibly well-received work.

We identified how modern consumers today perceive what true clean means and redefined the brand in a way that would emotionally connect: “Protection That Lives On”. Not only does Microban kill 99.9% of bacteria on contact, but it also keeps working throughout the day, even when the surface is touched or contacted multiple times. We were then asked about packaging. Could we create a new packaging design for Microban’s first-ever launch into the household cleaning retail marketplace? We responded with a resounding yes. We created a compelling design that illuminates Microban’s highly efficacious and differentiated “kills bacteria for up to 24 hours” benefit. The full line of new Microban 24 cleaning products launched at major retailers nationwide and online in February 2020.