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.

Design Team: Savannah Cheung, Bolurin Adedipe, Yu-Wei Chiang, Jingfe Huang, Kriston Sexton, Tyler Simmon, Beiqi Wang and Anne Zhang

Role: Project Management, Market analysis, and product development

Problem

Fabuloso is widely recognized and marketed primarily as a traditional floor cleaner, yet over time it has developed an informal "hacking" community—users who repurpose the product for everything from surface cleaning to air freshening. This signals both a strong emotional connection and a functional gap: while the brand has cultural staying power, its current format limits usability and sustainability. Meanwhile, younger consumers seek eco-conscious solutions that are compact, refillable, and multipurpose. This project identified an opportunity to formalize and expand on those 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

  1. Reposition a legacy brand to align with the values of younger, eco-conscious consumers.

  2. Design a modular cleaning system that supports versatile, refillable use across multiple surfaces.

  3. Build on existing user behavior by formalizing the "hacked" uses of the original product into an ecosystem.

  4. Reduce packaging waste through compact, reusable formats that are easy to store, ship, and refill.

  5. Maintain emotional brand continuity by honoring the original product’s identity while introducing a fresh, future forward design language.

Research

Research began with a deep dive into Fabuloso’s history and its role within the Colgate-Palmolive brand architecture. This included an analysis of its legacy as a culturally resonant, affordable household staple with a strong emotional connection across generations. By studying the brand’s positioning, messaging, and visual language, the goal was to understand how Fabuloso has maintained trust and familiarity while remaining largely unchanged. This foundational research provided insight into how the brand could evolve without losing its identity.

Brand Architecture

Logo Evolution

Market research focused on identifying spaces of opportunity within the growing eco-cleaning sector. Competitive analysis revealed that while many newer brands succeed in sustainability, they often lack the emotional depth and brand recognition that Fabuloso possesses. Additionally, user behavior studies uncovered a large community of consumers who repurpose Fabuloso beyond its marketed use—as air freshener, surface cleaner, and more. These insights highlighted a clear opportunity: to formalize and expand this “hacked” behavior into a versatile, modular system that meets modern expectations for sustainability, convenience, and emotional connection.

Fabuloso Original User Research Survey

Market Research

Competitors Graph

Design Process

The design process began by translating user behaviors and brand insights into a modular cleaning system suited for modern, sustainable living. Early concept development was guided by user interviews that explored how people currently use and repurpose traditional cleaning products. These insights shaped a system that supports refilling, reusing, and multi-surface application. The team moved through iterative prototyping, testing form factors for usability, storage, and refill logic—ensuring the system was intuitive and adaptable across home environments.

Current and New Ecosystems

Prototyping and Iterations

The final system introduced Tabz (concentrated refill tablets), Wandz (ergonomic, reusable spray handles), and Pad (versatile cleaning pads)—designed to work seamlessly as a compact, sustainable ecosystem. Prototypes were refined based on user feedback, focusing on ease of assembly, grip, and surface compatibility. Alongside product development, the visual identity was updated to reflect a cleaner, modern aesthetic while maintaining brand familiarity. The system was extended through packaging design, retail displays, and OOH (Out-of-Home) advertising, reinforcing Fabuloso Eco’s position as both a trusted legacy and a next-generation cleaning solution.

Final Product and Packaging

Out Of Home Ads

Outcome

The Fabuloso Eco project resulted in a cohesive product and brand system that reimagines a household staple for a new generation. By leveraging deep brand research, market insights, and user-driven design, the project introduced a modular, refillable cleaning ecosystem that addresses both environmental concerns and evolving consumer habits. The outcome bridges tradition and innovation—maintaining the emotional familiarity of the original brand while positioning it within a forward-thinking, sustainable market. Through product development, refreshed visual identity, and strategic brand touchpoints, Fabuloso Eco expands the brand’s legacy while responding to the needs of today’s conscious consumers.