Society is a direct-to-consumer subscription service for household cleaning supplies and home goods, selling everything from dog shampoo to dishwashing fluid: functional products that don’t traditionally enchant consumers. While not overtly glamorous, there’s a utilitarian beauty to these products we use daily.

FAY was asked to create a visual identity and packaging system for Society. The solution was based on a simple observation: household cleaning products are not typically pleasant to look at. In fact, they’re often hidden under the sink. But does it have to be like that? Can the products we use daily in our homes and offices be objects we’re proud to display?

The resulting identity and packaging draws inspiration from the bright palette and bold, reductive forms of midcentury artists. Each product exterior features a distinct geometric illustration that references what’s inside: a lozenge shape for dishwashing pods, a dot-dash line pattern for multi-surface spray. On products with various scents or varieties, color is the differentiator. Monochrome type—which feels unadorned and honest—speaks to the company’s DTC ethos.