JKR

Mr Muscle has re-branded, replacing the advertising’s quirky wimp with a superhero. It’s a much more conventional take on the brand’s archetype; heroic cleaning brands are ten a penny. But the move should be a gift for a re-design brief: to create a pack which looks like it belongs on a Superhero’s utility belt is a great opportunity to be distinctive with structure and graphics. Toilet Duck shows how name and physical pack can be married to create something quite idiosyncratic. Kellogg’s Corn Flakes rooster shows how a brand mascot can be a unique graphical equity. Sadly Mr Muscle has missed its chance, plumping instead for shoehorning the character onto the label in the most generic and copy-able way possible.