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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

CREATE PACKAGING THAT WAS AS INFORMATIVE AS IT WAS VISUALLY APPEALING.

RESULTS

BY PLAYING WITH THE PETRI DISH ELEMENTS FOUND IN THE LOGO, WE WEAVED THE SPORE ELEMENTS REPRESENTING 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.