Cert by Free The Birds

A new DTC disinfectant and detergent product, Cert is due to launch in response to the Covid-19 pandemic with branding, packaging and identity by design agency Free The Birds. Believed to be the first domestically available cleaner of its kind, Cert is simple to use: fill the clear Cert branded bottle with 500ml of water and a dissolvable tablet, spray and destroy the Sars-CoV-2 virus, which causes Covid-19 in just 60 seconds.

Cert is the first direct-to-consumer launch from Hydrachem – the leading suppliers of hospital standard cleaning and disinfecting products for the NHS – to provide a dissolvable tablet which provides effective surface cleaning against the Covid virus, by using detergent and disinfectant. initially Cert launches online as a DTC starter pack mid-September.

Free The Birds won the Hydrachem business in a lockdown pitch that took a matter of days from briefing to final decision, and then just three weeks to deliver every detail of the project: from devising a name, and producing a design brand world including the logo, social messaging, branding and an explanatory booklet – including sourcing popular trigger spray bottles and mop.

Paul Domenet, Communications Creative Director at Free The Birds said “The circular logo is a brand idea within a brand design: it tells the story of the product, representing a simple, authoritative zone of certainty, outside which the germ particles dissolve, creating a visual demonstration of the power of Cert. within an echo of the look of the Covid-19 virus itself.

A high profile social and digital campaign will introduce the brand’s design and messaging to a broad audience, emphasising the sense of wellbeing associated with Cert, and communicating the idea that “Clean is not enough,” as we seek out the Covid-era trinity of hygiene, health and happiness. At the same time, Cert will target consumers with the message that the brand is strong on the virus but soft on the planet.