Vector Spot Illustrations for Henkel Cleaning Products

Toilet illustration with flowers for freshness, anti-bacteria symbol, WC Bref and Henkel logos.
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BREF & GENERAL – Cleaning Product Illustrations (Commissioned via Rock Brasiliano)

Commissioned by: Rock Brasiliano – Communications & Corporate Innovation
End Client: Henkel (Brands: BREF / GENERAL)
Art Direction: Stephan Eisenblätter (Rock Brasiliano)
Illustration: Ian David Marsden
Location: Hamburg, Germany
Duration: 1 week, July 2015

Download Case Study (PDF)
http://marsdenillustration.com/PDF/casestudy-Henkel-marsden.pdf

I was commissioned by the agency Rock Brasiliano to create a series of instructional vector illustrations for their client Henkel, covering their BREF and GENERAL cleaning product lines. The goal was to visually explain how to apply the products and illustrate the action of various formulas (liquids, tabs, powders) in a clear, informative, and brand-aligned style.

Vector illustration showing four steps of toilet cleaning: cutaway diagram of flushing system, scrubbing action with anti-bacterial effect, dissolving a cleaning tab in a bucket, and placing the solution into the toilet bowl. Created for Henkel

All communication and art direction were handled directly with Stephan Eisenblätter

Visual Objectives & Project Scope

All artwork was created using 100% vector-based graphics in Adobe Illustrator, ensuring scalability across packaging formats, folded instruction sheets, and large-scale point-of-sale displays. The visuals had to be immediately readable across languages, culturally neutral, and visually clean for household and retail use.

Key visual elements included:
Cutaway illustrations of toilets and drains, showing flushing action and internal product effects


  • Step-by-step product application: pouring, placing tabs, brushing or scrubbing

  • Color-coded dirt and bacteria symbols: limescale, biofilm, encrustation, microbial presence

  • Visual effect cues: foam, freshness swirls, sparkles, movement arrows

  • Functional pictograms: 24h protection, anti-bacterial, before/after comparison

  • Clean, simplified gloves and hand gestures for universal application

    • Illustration showing a sparkling toilet with visual effects representing floral scent dispersion, followed by application of a cleaning sachet into the bowl. Created for Henkel’s BREF brand under Rock Brasiliano’s art direction.

    Tools & Workflow

    Software: Adobe Illustrator

    Deliverables: AI and EPS files (fully vector), preview PNGs

    Optimized for:
    CMYK and Pantone color workflows


  • Multilingual packaging with minimal text reliance

  • Safe print margins, bleed zones, and die lines for packaging

  • Modular reuse across formats and markets
    • Toilet scrubbing scene highlighting the removal of stubborn stains, with surrounding icons showing the cleaning powder’s versatility on toilets, tiles, and kitchen surfaces. Illustration developed for Henkel by Ian David Marsden.

    Use Cases & Applications

    The illustrations were deployed across Henkel’s BREF and GENERAL product families in:
    Packaging artwork (bottles, sachets, product backs)


  • Folded user manuals and cleaning instructions

  • Point-of-sale promotional visuals and shelf signage

  • Trade-facing communication for distributors and retail partners
    • Three-step instructional illustration: pouring cleaner into a bucket, scrubbing inside the toilet, and visualizing the final sparkling result. Illustrated in Adobe Illustrator for Henkel by Ian David Marsden.


    This was a commissioned project executed for Henkel via the agency Rock Brasiliano, Hamburg.

    marsdenillustration.com

    Zoomed-in scene of a brush cleaning inside a toilet, surrounded by sparkling effects and germ icons. Designed to emphasize the product’s antibacterial strength. Commissioned by Rock Brasiliano for Henkel.
    Vector illustration combining toilet scrubbing, anti-bacterial action, and germ reduction. Includes inset diagrams showing microbes, 24-hour protection, and a bucket with dissolved cleaning agent. Commissioned by Rock Brasiliano for Henkel (BREF/GENERAL).
    Commercial vector illustration showing a green bucket solution accompanied by a strong arm symbol, followed by a toilet scene with floral scent visuals. Created for Henkel via Rock Brasiliano to convey cleaning power and fragrance release.

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    Marsden Illustration