20 Mule Team Borax
Design, Illustration, Copywriting
1881. Sodium Borate, the main ingredient in Borax, was discovered in a remote region of Death Valley. Though the mineral was easy to extract, the challenge was transporting it from the harsh terrain of the Valley, where temperatures surge to 125 degrees. The solution: hitch up teams of 20 mules to form a 100-foot long mule train. This was the beginning of 20 Mule Team Borax, and it remains an iconic symbol of Death Valley some 130 years after its introduction.
Today, the power of Borax works just as hard as the heritage of its mule team, cleaning deep to tackle your toughest mess.
Today, the power of Borax works just as hard as the heritage of its mule team, cleaning deep to tackle your toughest mess.
The current packaging. With such a rich history (how many companies can claim they started in Death Valley?), the brand today has a lot left to be desired.
Tired and generic, its time for Borax to find its way in the world again, by going back to where it started. What follows is a conceptual rebrand for the storied company.
Some of the imagery that inspired the rebrand. Heritage, the pioneering spirit, determination, resiliency, strength, endurance.
The new logo. The rays from the mineral indicate a treasure from the desert. The shadow of the cart falls directly below, indicating the heat of the day beating down. From the wasteland comes this treasure that benefits our lives.
Inspired by construction tape for its durability, this pattern shows up across the entire brand identity.
For the packaging, emphasis was placed on the existing copy, alluding to classic wanted posters. It matches the dimensions of the current box, but I expanded their offerings to include other scents.
CAMPAIGN: LEAD THE WAY
A campaign was developed to launch the new Borax. In a mule train, the smartest mules are placed at the front, and the rest of the team follows their lead.
Just like the smart mules, Borax is the one at the front, leading the way, setting the example for everyone else to follow.
TIE-IN: DEATH VALLEY DAYS
From 1930 to 1945, Borax sponsored a radio anthology known as Death Valley Days to help promote their products. It returned as a syndicated television series from 1952 to 1975, making it one of the longest-running Western programs in history.
The show featured true accounts from the American Old West, particularly the Death Valley area.
For this project, I have revived Death Valley Days yet again, but as a video game. What follows is the conceptual mobile edition.
The show featured true accounts from the American Old West, particularly the Death Valley area.
For this project, I have revived Death Valley Days yet again, but as a video game. What follows is the conceptual mobile edition.
