As part of my studies at the Higher School of Economics, I created Brazilain, a household cleaning brand infused with the scents of Brazilian tropical fruits and designed for a young audience that often postpones cleaning because it feels routine and uninspiring.

The project rethinks the perception of cleaning products in the FMCG category. While most brands focus on efficiency and technical performance, Brazilain shifts the emphasis from pure functionality to emotional experience. The goal was to transform cleaning from a dull obligation into a light, joyful, and almost effortless ritual.

The core of the concept is built around the image of a Brazilian aunt – a charismatic donna who “comes over” and takes care of the household for you. The bottle itself is shaped to resemble the figure of the aunt in profile. The form becomes both a visual metaphor and a structural solution. A key design feature is the apron worn by the character. Its pocket serves a functional role: it contains the technical product information, ingredients, and usage details.

The final line includes all-purpose cleaners, floor cleaning products, and a cleaning powder designed in an alternative yet conceptually consistent apron-based format.

As a result, Brazilain differentiates itself in the category through its expressive form and emotional positioning, turning cleaning into an engaging ritual filled with tropical aromas and the comforting feeling that someone has already taken care of everything for you.