Reveal Microfiber Floor Care System

Lead Designer and Program Manager for Rubbermaid's highly successful premium floor care cleaning system. Reveal has been a stand out success with consumers as well as become the category leader at retail. This $25 million global opportunity has allowed Rubbermaid to reinvent itself in the consumer cleaning category and created the opportunity for all future Rubbermaid cleaning retail growth and placement. 

Ethnographic consumer research drove us to deliver a solution that consumers demanded, an intuitive and easily to fill bottle system that allows them to mix their own solution and save money over closed loop single-use competitive products.
Consumers also save on repetitive non-woven pad purchases while the washable microfiber pads deliver superior and cost effective performance. Less waste in disposable pads, packaging and single use bottles is also a win for the environment as well.

A powerful brand aesthetic and design language has been created that targets the female head of household with “Serious Tools” to get the job done effectively and efficiently. Flowing crisp lines combined with slightly aggressive geometries establish the overall posture of the line. The darker (tool inspired) color palette is intended to inspire the trust and confidence that Rubbermaid can and will deliver on the promise of a dependability, durability and cleaning efficacy.

With consumer savings, superior performance and a serious and powerful aesthetic that seperates itself from the competition,  Rubbermaid was able to win at retail with a premium product in the crowded and commoditized floor care retail aisle. Buildng on Rubbermaid's brand equity of durable solutions you can trust, the $24.95 Reveal has become the top margin and sales dollar leader at all retail channels where it has had placement in 2010 and11.

2011 IDEA Awards Home
Finalist