Astonish spray bottles

Astonish has unveiled a new identity aimed at strengthening its position and profile within the UK household cleaning category.

A £2m investment has seen the 44-year-old brand undergo a complete overhaul, including new-look pack designs and bespoke shrink sleeve, prism-shaped packaging.

The revamp, which highlights the Astonish logo and uses the strapline “the pinnacle of cleaning”, will initially launch across its range of trigger sprays, including Mould & Mildew Stain Blaster, Antibacterial Surface Cleanser and Window & Glass Cleaner, all of which have been given shrink sleeve packaging.

To complement the rebrand, all products will be merchandised in shelf-ready packaging, supporting ease of use for retailers while also improving on-shelf presence and visibility.

“With an ambitious growth strategy in place, we recognised that further success could not be achieved by our experience and the performance of our products alone. We needed to invest in leveraging our brand,” said Howard Moss, managing director at Astonish.

“Household cleaning is a competitive category dominated by strong brands that deliver. Whilst Astonish has been a household name for more than 40 years and for many is the pinnacle of cleaning, we required a brand that reflected this.”