Paving the way for a 130-year-old cleaning product.
With its discovery in 1881 in Death Valley, Borax was transported across the desert using iconic 20-mule teams — a symbol that still defines the brand today. My conceptual work for 20 Mule Team Borax focused on honoring that legacy while refreshing the identity to highlight Borax’s continued strength and relevance as a powerful, no-nonsense cleaner for modern households that leads the way.
With its discovery in 1881 in Death Valley, Borax was transported across the desert using iconic 20-mule teams — a symbol that still defines the brand today. My conceptual work for 20 Mule Team Borax focused on honoring that legacy while refreshing the identity to highlight Borax’s continued strength and relevance as a powerful, no-nonsense cleaner for modern households that leads the way.
Design, Illustration, Copy
The current packaging. With such a rich history (how many companies can claim they started in Death Valley?), the brand today has a lot left to be desired.
Tired and generic, its time for Borax to find its way in the world again, by going back to where it started.
Tired and generic, its time for Borax to find its way in the world again, by going back to where it started.
LEAD THE WAY CAMPAIGN
In a mule train, the smartest mules are placed at the front, and the rest of the team follows their lead.
Just like the smart mules, Borax is the one at the front, leading the way, setting the example for everyone else to follow.
Just like the smart mules, Borax is the one at the front, leading the way, setting the example for everyone else to follow.
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.
I reimagined the series as a mobile video game, bringing its frontier stories into a new interactive format.
