On this project I worked as the lead designer with the marketing team for the Drano brand. Our goal was to evaluate the brand and product portfolio to clarify our positioning and identify new opportunities for product development.
With the research lead on the project we conducted in depth interviews with plumbers and consumers to understand current perceptions and ‘jobs’ of Drano and other clog removal brands. As a category there is a strong tension between toxicity and efficacy, but when it comes right down to it people just want their drain cleared now, so they don’t have to call a plumber.
Much of this project is confidential content, relating directly to brand and product strategy. I am happy to share more stories about this project in person.