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BACKGROUND

WHEN RECKITT STARTED TO DEVELOP THE BRAND IDENTITY FOR THEIR NEW HOUSEHOLD CLEANING SOLUTION, VEO ACTIVE-PROBIOTICS, A SURFACE CLEANER THAT USES PROBIOTICS TO BIODEGRADE HIDDEN DIRT AND GRIME ON KITCHEN SURFACES, THE GLOBAL FMCG TURNED TO 121.

CHALLENGE

DESPITE THE POWER BEHIND THE CONCEPT, RESEARCH REVEALED AN INFORMATION GAP FOR CONSUMERS REGARDING THE USES OF PROBIOTICS, SO 121 HAD TO DEVELOP A PACKAGING THAT WOULD BE AS INFORMATIVE AS VISUALLY APPEALING.

RESULTS

BY PLAYING WITH THE PETRI DISH ELEMENTS FOUND IN THE LOGO, 121'S TEAM OF DESIGNERS WEAVED THE SPORE ELEMENTS THAT REPRESENTED PROBIOTICS INTO THE FRONT OF THE PACKAGE TO GIVE THE LABEL A VISUAL FLOURISH. THE ELEMENTS CHANGED THEIR COLORS ACCORDING TO THE SCENTS OF THE PRODUCT.

OUR PROPOSAL SURPRISED AND EXCEEDED OUR PARTNER'S EXPECTATIONS AND BECAME A REALITY. THEY USED OUR DESIGN FOR THEIR TWO FANTASTIC SCENTS.