On the Sunny Side of Sink.

The kitchen sink is a hallowed place in every home. It’s where the sun comes in, and we look out. It’s where we start our days, and end our meals. The kitchen sink is a powerful place. It’s the heart and hearth of the home. An entire day can change based on waking up with a sink full of dirty dishes. 

Bright Box was a new brand ready to tell the world not to settle for sad sponges anymore. No more rank rectangles. Goodbye bacteria bungalows! A new sponge brand with the game changing idea to have the thing you use to clean, stay clean itself. With bacteria busting polymers that will never smell. All working toward a simple provocation: the next time you clean a dish, maybe you shouldn’t use a petri dish to do it. 

All of this added up to a simple brand idea for launch: Bright Box. On the Sunny Side of Sink. Embracing the sunny side of sink gave Bright Box a completely different soundtrack, body language, and voice in the category. It allowed them to embrace the warmth and joy of the home—instead of the grime and crud of the sponge. Importantly, it allowed Bright Box to successfully launch their brand at Target with a design forward, counter-category approach.