Rebranding Pure Citrus was a passion project of mine. We always kept it my old office building, so I saw it daily. I read that the product is 100% natural, non-aerosol and chemical-free. The old-school design didn’t differentiate it from other air fresheners. The simplicity of the product is now communicated through a clean logo and package design. Switching from a bottle shape/design typically associated with aerosol cans also shows how Pure Citrus is unique. The new design allows for ease of mind.