Swipes
Personal Care
Logo & Branding
Brand Communication
Swipes is a premium wet wipes brand designed to bring everyday hygiene and convenience together in a clean, modern format. The brand needed an identity that felt fresh, approachable and premium enough to stand out in a crowded personal hygiene market.
Summary
The Swipes project involved developing the logo, brand identity and brand communication for a premium wet wipes brand made for everyday use. The client wanted an iconic identity that could communicate cleanliness, freshness and softness while remaining visually distinctive. We developed a clean wordmark supported by a graceful bird-inspired symbol, creating a subtle sense of movement and freshness. The soft colour direction combines mint green and pink to give the brand a gentle, contemporary and premium personality. The identity was designed to appeal to a broad audience while maintaining a polished presence across wet wipe packaging and communication.
Challenge
The primary challenge was creating a premium wet wipes brand identity that could stand apart from the many hygiene brands competing through similar visual cues. The logo needed to communicate cleanliness without becoming overly clinical or generic. At the same time, the brand was intended for everyone, so the visual language needed to feel inclusive rather than targeted to a narrow demographic. The client also wanted a strong iconic element that could work alongside the wordmark and become a recognisable brand asset. The overall identity needed to maintain its premium character across packaging, retail visibility, digital communication and everyday hygiene products.
Solutions
We created a distinctive Swipes wordmark paired with a fluid bird-inspired icon that adds a sense of freshness, lightness and movement to the identity. The rounded, contemporary typography gives the brand a friendly character while retaining a clean and premium appearance. A soft mint-and-pink colour palette creates an immediate association with freshness, care and gentleness without relying on conventional clinical colours. The visual system was kept simple and highly adaptable so the identity can work across different wet wipe variants and packaging formats. The result is a modern hygiene brand identity that positions Swipes as a fresh, premium and approachable wet wipes brand for everyday use.
Naming . Identity . Logo . Packaging . Positioning