Morning Fresh came to us with a clear opportunity: create a limited edition range that would inject joy into a low-involvement category, attract a younger audience, and reinforce the brand’s leadership in manual dishwashing.

The brief was to build on Morning Fresh’s existing strengths: trusted performance, sensory appeal, and brand recognition, while bringing something fresh, fun, and disruptive to the shelf. Something that would feel unmistakably Morning Fresh, but with a new twist.

The result was Morning Fresh Sorbet: a summer-inspired limited edition that brings multi-sensory delight to an everyday chore. With vibrant fragrances like Mango Sorbet and Watermelon Sorbet, and a bright, uplifting design system, the range delivers a hit of freshness and fun with every wash.

As long-term brand partners, our role was to balance continuity with creativity, evolving the masterbrand without losing what makes it iconic. We leaned into bold colour, expressive illustrations, and flavour-led language to create a sensorial standout on shelf, while ensuring clear communication of performance and efficacy. Our design honours the intimacy of manual dishwashing, where fragrance, texture, and tactility matter.

The Results: The Sorbet range brings seasonal energy and visual disruption to the household aisle, creating new reasons to engage with the Morning Fresh brand. It’s a confident extension designed to drive short-term excitement and longer-term relevance while reminding consumers that even the most mundane tasks deserve a little delight.

One drop is enough. And now, it smells like summer.