Believe it or not, the majority of all Dutch people enjoy cleaning. With that insight in mind, we worked intensively for four years on the development of Bruynzeel cosmetic homecare. To position the brand distinctly, we used our own agency methodology: New Brand Chapter. Within this method, which is based on the principle of authenticity, the archetypal thinking of Swiss psychologist and psychiatrist Carl Gustav Jung is central. For Bruynzeel cosmetic homecare, the process led to the archetypal 'Lover'. In this way, we forged a unique whole for Bruynzeel; from brand identity to packaging design and from sales presentation to campaign expression. Since December 2023, all of the Netherlands can get to know this new lovers' brand; on the shelves at Albert Heijn. Supported by a brilliant campaign that excels in simplicity. Just as effective.