Laundry care is a complex segment. With a huge array of product types and product formats, the key to solve the brief is to clarify and simplify onpack messaging and create shelf standout for consumers. The various product types and their benefits are the key messages.
Steering away from the rather dated category norm imagery of flowers, butterflies, mothers hugging children, strong design concept that mimics fabric care labels found on clothing. This &lsquolabel&rsquo design concept cleverly allows further key messages to be conveyed.
The background fabric changes for product type. For example, a soft fleece fabric is used for non bio. Secondary messages, such as number of washes and washing temperatures, are displayed as icons done in the style of washing instructions found on clothing labels.