Eco Tab Cleaner
Fabuloso Eco is a modern reimagining of a classic household cleaning brand, designed to align with shifting consumer values around sustainability and convenience. This new product line introduces a compact, refillable cleaning system tailored eco-conscious younger generations while honoring the brand's trusted legacy.
Project Management
Market Analysis
Product Development
My Role
Team
8 collaborators
Timeline
4 Months
Problem
Fabuloso’s legacy as a floor cleaner has inspired widespread off-label use, revealing both brand loyalty and unmet needs. While users repurpose it for air freshening and surface cleaning, the current format lacks the flexibility and sustainability that today’s eco-conscious consumers expect. This presents a strategic opportunity to redesign the product around modern lifestyles and multipurpose use.
Opportunity
Formalize and expand on user behaviors by designing a modular system that addresses key pain points such as product waste, limited portability, and single use packaging while creating a flexible, branded ecosystem for everyday cleaning.
Goals
Reposition Legacy Brand
Align with the values of younger, eco-conscious consumers.
Reduce Packaging Waste
Compact, reusable formats that are easy to store, ship, and refill.
Modular System
Design a system that supports versatile, refillable use across multiple surfaces.
Build on User Behavior
Formalize the "hacked" uses of the original product into an ecosystem.
Maintain Brand Continuity
Honor the original product's identity while introducing fresh, future-forward design.
Research
Research began with a deep dive into Fabuloso's history and its role within the Colgate-Palmolive brand architecture. This included analysis of its legacy as a culturally resonant, affordable household cleaner with strong emotional connection across generations.
Brand Architecture
Logo Evolution
Research showed a gap in the eco-cleaning market: new brands are sustainable but lack Fabuloso’s emotional appeal. Meanwhile, many users already repurpose Fabuloso for more than floor cleaning. This presents a clear opportunity to evolve the brand into a modular, eco-friendly system that supports modern habits while deepening its cultural relevance.
Fabuloso User Research Survey
Market Research
Competitors Graph
Design Process
The design process started by turning user habits and brand insights into a modern modular system. User interviews revealed how people repurpose cleaners, guiding a refillable and multi-surface concept. Through iterative prototyping, the team tested for usability, storage, and refill flow to ensure the system worked smoothly in real home settings.
Current and New Ecosystems
Prototyping and Iterations
Final Product and Packaging
The final system includes Tabz (refill tablets), Wandz (reusable spray handles), and Pad (multi-use cleaning pads), all designed to work together in a compact and sustainable way. User feedback shaped refinements in grip, assembly, and surface use. The visual identity was refreshed to feel modern while staying true to the brand. The system was extended through updated packaging, in-store displays, and out-of-home ads to position Fabuloso Eco as both familiar and forward-looking.
Brand Touchpoints
OOH Advertising
Product Ads
Experiential Marketing
Outcome
Fabuloso Eco modernizes a household classic through a modular, refillable system shaped by research and user insights. The project balances brand familiarity with sustainability, introducing a fresh identity and product experience that meets the needs of today’s conscious consumers.