intention & iteration //
Before Squeak had a name, the habit was already there: after the gym, concerts, dinners out, commuting... our phones always felt gross. We used whatever was around: kitchen wipes, alcohol pads, anything we could get our hands on. They worked, but they weren’t satisfying. They left residue, streaks, or just smelled like straight rubbing alcohol. Accessible, sure. Enjoyable? Not at all.
The gears started turning. We asked our friends and family, “Do you clean your phone everyday?” A common answer: “No, but I should.” And for those that did clean their phones:
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“With water and a paper towel.”
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“Kitchen wipes but it leaves a residue.”
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“A screen cleaner but it doesn’t really clean…”
“Well, that’s not great,” we thought.
The problem wasn’t that people didn’t care. It’s that the available options were either ineffective, or unpleasant enough that the habit never stuck.
So we focused on the part that matters:
Make cleaning your tech feel good enough that you actually want to do it.
We refined the formula to reduce the odor, balance evaporation, and avoid residue. We tested cloth densities, we calibrated mist vs droplet size, we tuned the scent so it’s present but never heavy. Then we designed the packaging, the tactile details, and the overall ritual around use.
Prototype after prototype. Formula after formula.
Iteration wasn’t a phase, it was the whole process.
We didn’t rush to launch. We tested, refined, and put early versions in the hands of twenty people we trust. Their honest feedback helped us sharpen the experience, and once it felt effortless and consistent, we knew it was ready.
This is Squeak:
A tech cleaner that works.
A self-care ritual that feels good.
A moment of clarity you’ll actually look forward to.