MNML

Packaging refresh that helped drive a 260% increase in store count.

Co-founded by seasoned FMCG experts, MNML is a premium brand of laundry products designed to elevate the experience of one of life’s most boring chores.

They came to us with a specific problem: the packaging looked great on Instagram but didn’t work at shelf. No one knew what it was. Rate of sale was stalling in major grocery, but there was rising interest in the US market and the opportunity was massive.

We worked together to refresh their packaging design and set up a new architecture that could scale beyond laundry capsules into a full portfolio of laundry products.

SERVICES
Category insights and research
Packaging design refresh
NPD packaging design
Shelf impact testing
Video production
MNML
MNML
MNML

Clarity and credibility

Two things became immediately obvious through our consumer insights work:


  1. People were unclear what was in the box. Is it tea?
  2. Upon inspection, shoppers thought it smelt nice, but were skeptical it would actually work to clean clothes

Our refresh focused on improving comprehension at a glance and instilling credibility that the product would perform. A new type system, product visualisations, iconography and claims structure were developed. Best of all, we designed a minimalist back panel to maintain that laundry-proud vibe their existing shoppers loved.

“The MNML packaging refresh design helped us expand from roughly 300 independent grocery stores to over 1,000 stores nationally in the US, including Target and Sprouts Farmers Market - a 260% increase in store count and still growing.” - Nicole, Co-Founder at MNML.

MNML
MNML
MNML

A word from Nicole, Co-founder of MNML

“We chose to work with Mind Control because they go well beyond aesthetics, their process is grounded in eye-tracking research, consumer insight testing, and genuine shelf-impact expertise. That data-led approach gave us real confidence going into a major US retail launch, knowing our packaging wasn't just beautiful, but built to perform where it matters most: in front of the shopper.”

MNML
MNML

Video production

To help support the launch of the redesign, we produced this film at Natural Products Expo West 2026.

Services included:

  • Pre-production and planning
  • Videography and on-site production
  • Post production and editing

OUR WORK

See all work
Fomin
Fomin
Brand identity refresh
Gym Bod
Gym Bod
Brand and Packaging Refresh
Pablo & Rusty's
Pablo & Rusty's
Brand campaign
See all work