
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.

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

Tools & Workflow
Software: Adobe Illustrator
Deliverables: AI and EPS files (fully vector), preview PNGs
Optimized for:
CMYK and Pantone color workflows

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

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


