The rebranding effort, launched by ITW Pro Brands, focuses on clarity and consistency for a portfolio that includes everything from stainless steel cleaners to Medaphene disinfecting wipes. While the packaging design and messaging are becoming more contemporary, the core performance standards remain unchanged. A significant adjustment involves the flagship SCRUBS In-A-Bucket, which is transitioning from the label of "Hand Cleaner Towel" to "Industrial Strength Cleaning Towel" to better reflect its versatility on job sites.

Erin Varano, Marketing Director at ITW Pro Brands, emphasized that the goal is to streamline the user experience while honoring a legacy established in 1993. The new labels are currently appearing on inventory and will be integrated into digital listings and distributor materials over the coming weeks. By standardizing the visual language across the product range, the company intends to make it easier for buyers to navigate their options, whether in a maintenance room or on a store shelf.