When a heritage brand decides to break the rules of its category, the opportunity is rare. That was the brief Sabco brought to DPR&Co: create a bold, entirely new cleaning brand built for Bunnings and a new generation of shoppers. The result is Neet™ — a design-led challenger that reimagines what cleaning looks and feels like, from shelf impact to brand personality.
Reinventing the Cleaning Aisle: The Strategy and Design Behind Sabco’s Neet™ Brand
When Sabco, one of Australia’s most storied cleaning brands, established in South Australia in 1892, asked DPR&Co to help create an entirely new cleaning brand exclusively for Bunnings Warehouse, we knew this was a rare and exciting brief.
The result is Neet™ and the design process was as considered as it was creative.
Our colour palette drew directly from the ‘Neet world’, a bold, fashion-forward universe where cleaning sheds its chore-like image and steps into something fresh, colourful and effortlessly cool. It also signalled a bold departure from the functional, category-generic colours that dominate cleaning aisles. Coral, soft neutrals and vivid accents work together to create standout at shelf, while maintaining cohesion across the full product range.
On-shelf performance at Bunnings was central to every design decision. With large-format retail in mind, we engineered strong visual blocking so that the Neet range commands presence whether condensed into a bay or expanded across an off-location display. The packaging hierarchy was built to be instantly legible from a trolley’s distance, with product differentiation clear at a glance, critical in a category where shoppers move fast.
The brand identity flows seamlessly from packaging into the products themselves, reinforcing Neet’s positioning as a fashion-play targeting younger consumers entering the cleaning category for the first time. The tagline “Chuck the Muck” does the heavy lifting on personality.
It was a genuine privilege to collaborate with the Sabco team on such a significant category launch. More on the campaign to come.