ABOUT

E-Cloth was born 25 years ago with a unique product technology at its core: smart microfibers that can clean the entire home with only water. To cut through the jargon of the cleaning category with extreme simplicity, this rebrand gives a bold and single-minded meaning to the letter 'E'. This visually manifests into a distinctive packaging format and ownable language that defines E-Cloth's qualities – easy, efficient, enduring and environmental and gives impact, excitement and standout on shelf.