20 Mule Team Borax
Paving the way for a 130-year-old cleaning product.
Paving the way for a 130-year-old cleaning product.
Identity
Packaging
Illustration
Campaign
Print
Environmental
Digital Experience
Copy
Packaging
Illustration
Campaign
Environmental
Digital Experience
Copy
20 Mule Team Borax is an iconic American cleaning product with roots dating back to 1881 in Death Valley. Transported by legendary 20-mule teams across the desert, the brand carries a rich heritage of strength and resilience. For this conceptual rebrand, I refreshed the identity and developed a full campaign to honor that pioneering legacy while positioning Borax as a powerful, no-nonsense leader for modern households.
CHALLENGE
The existing packaging felt tired and generic despite the brand’s extraordinary history. The goal was to create a refreshed visual system and campaign that respected the heritage, stood out on crowded store shelves, and reconnected consumers with Borax’s story of toughness and reliability in a contemporary way.
The existing packaging felt tired and generic despite the brand’s extraordinary history. The goal was to create a refreshed visual system and campaign that respected the heritage, stood out on crowded store shelves, and reconnected consumers with Borax’s story of toughness and reliability in a contemporary way.
INSIGHT
In a mule train, the smartest and strongest mules lead the way at the front, with the rest of the team following. Borax has always been that leader — the dependable, pioneering cleaner that shows the way for others. By returning to its dramatic Death Valley origins and the imagery of the 20-mule teams, we could restore a sense of rugged authenticity and American ingenuity that modern cleaning brands often lack.
In a mule train, the smartest and strongest mules lead the way at the front, with the rest of the team following. Borax has always been that leader — the dependable, pioneering cleaner that shows the way for others. By returning to its dramatic Death Valley origins and the imagery of the 20-mule teams, we could restore a sense of rugged authenticity and American ingenuity that modern cleaning brands often lack.
APPROACH
I built the refreshed identity and campaign around the theme “Lead the Way.”
The new logo features a 20-mule team cart standing alone in the middle of the desert, with the Borax product at its center emitting radiant rays. The cart’s sharp shadow falls directly beneath it, emphasizing the intense heat of the day and alluding to Borax as a near-miraculous product emerging from the harsh, desolate ground.
This central mark anchors a revitalized brand system that includes:
– Strengthened typography and a refined color palette for greater shelf presence
– Updated packaging that feels honest and powerful
– Supporting campaign elements such as custom illustrations, copywriting, and a modern reinterpretation of the historic Death Valley Days series as an interactive mobile experience
The complete system honors the brand’s rugged past while making it feel relevant, strong, and ready for the next chapter.
I built the refreshed identity and campaign around the theme “Lead the Way.”
The new logo features a 20-mule team cart standing alone in the middle of the desert, with the Borax product at its center emitting radiant rays. The cart’s sharp shadow falls directly beneath it, emphasizing the intense heat of the day and alluding to Borax as a near-miraculous product emerging from the harsh, desolate ground.
This central mark anchors a revitalized brand system that includes:
– Strengthened typography and a refined color palette for greater shelf presence
– Updated packaging that feels honest and powerful
– Supporting campaign elements such as custom illustrations, copywriting, and a modern reinterpretation of the historic Death Valley Days series as an interactive mobile experience
The complete system honors the brand’s rugged past while making it feel relevant, strong, and ready for the next chapter.
DEATH VALLEY DAYS TIE-IN
Borax once promoted its products through Death Valley Days, a radio and TV series that became one of the longest-running Westerns in history.
I reimagined the series as a mobile video game, bringing its frontier stories into a new interactive format.
Borax once promoted its products through Death Valley Days, a radio and TV series that became one of the longest-running Westerns in history.
I reimagined the series as a mobile video game, bringing its frontier stories into a new interactive format.
