Morning Fresh

Despite being Australia’s #1 dishwashing liquid for over 30 years, Morning Fresh faced low shelf impact in the auto segment. Consumers described the packaging as dated and lacking premium cues, especially when compared to competitors. In a space where perceptions of confidence, efficacy, and innovation are crucial, the brand’s subdued and matte visual identity was falling flat.

As a strategic packaging design agency, we were engaged to support the relaunch of Morning Fresh Auto, the brand’s foray into the growing automatic dishwashing category. With the manual dishwashing segment shrinking and consumer behaviour shifting toward dishwasher-first routines, Morning Fresh needed to translate its category leadership into a space where it was visually and emotionally underperforming.

/ Project Scope

Brand, Category, Consumer & Cultural Insights / Portfolio Strategy & Architecture / Communications Strategy / Visual Identity System / Packaging Design / 3D Activation & Retail Design / Image Creation & Retouching

The key insight was clear: while consumers trusted the Morning Fresh brand, they expected the auto format to deliver a more 'advanced' experience. The opportunity wasn’t just to redesign, it was to reposition. We set out to elevate the product’s shelf presence by enhancing premium and performance signals while still retaining Morning Fresh’s trusted equity.

Our approach focussed on boosting perceived efficacy and value. We explored the use of metallic finishes, centralised tablet display, and sparkling imagery to signal cleanliness and power. Richer, more vibrant colour palettes replaced muted tones, and clearer fragrance cues were introduced to dial up sensory appeal.

The redesigned pack aimed to deliver immediate visual confidence: a bolder, glossier, more contemporary look that resonated with modern shopper behaviour. This wasn't about reinventing the brand, it was about helping Morning Fresh show up with the authority and clarity consumers now expect in the auto dishwashing aisle.

/ The Results

By refining Morning Fresh Auto’s packaging strategy, we helped the brand close the gap between trust and visual impact. The updated design better aligned with category norms while reinforcing the premium, efficacious qualities needed to stand out in a competitive, price-sensitive space. In doing so, we ensured Morning Fresh’s legacy of “one squirt” performance would carry confidently into a new era of clean.