The best way to compliment a woman is with flowers.
The best way to compliment exquisite female hands is with a cleaning product that’s made with concern for their exceptional tenderness.
The NCT Company asked us to develop a brand of dishwashing liquids based on the fact that they contain natural ingredients, floral emulsions and palm oil.
A strategic analysis conducted at the beginning stages of the project revealed that the market is significantly oversaturated with brands, many of which are foreign players that dominate heavily in all price segments.
Among these also appear the most recognizable brands that have long enjoyed a high degree of customer loyalty, as suggested by the fact that they can be found in virtually every kitchen.
Having reached these conclusions, we realized that women would only be attracted to a strong and vibrant brand that speaks to them in the language of imagery and compliments. A brand that tunes out competitors with its unusual form and color.
Endless fields of flowers and tropical palm trees swaying in gusts of a warm south wind. The brand’s image, created with tender female hands in mind, combined the idea of the product’s intrinsic care and natural contents, having formulated a fundamentally new interpretation of a product category—balms used in dishwashing.
The name Palmia is derived from the word palm, referring to the palm of the hand. Of course, everyone is more familiar with the other meaning of palm (which, by the way, got its name because it’s fan-like leaves resembled the palm of the hand). In combining these two meanings, we were able to achieve a sense of organic naturalness. Its sound carries a soft tropical word that also resembles a woman’s name.
In developing package design, we were inspired by the plants of the palm family that stretch toward the sky with long, curving trunks. This also formed the basis for the logo, becoming a visual metaphor for the stylized letter “P.”
Multi-colored flowers on the packaging emphasized the variety of aromas available and gave the balm a romantic mood, which, along with bright patches of color, help the product to easily stand out on the shelf.
In the process of developing sub-naming, we sampled a huge number of floral scents and thought up names for them, systematizing the assortment in terms of the aromatic qualities of each perfume.
Fiorenta – (from the Italian “fragrant, blossoming”) – An astringent aroma with a slight tartness provided by lilacs and hyacinth.
Espressiva – Emotionality and the power of expression. A bright, captivating aroma with subtle nuances reminiscent of expensive French perfume.
Tropica – A floral cocktail imbued with tropical exoticism. A fresh, natural scent with the addition of fruity musk, ginger and essence of flowering hibiscus.
Aromatica – Spring is abloom in the white petals of orchard trees. A gentle, homey fragrance with the subtle scent of honey nectar.
Sensitiva – Dainty white freesia with tiny dewdrops on its petals. A delicate, barely perceptible floral scent that is suitable for washing dishes, fruit and vegetables.
Palmia—a dishwashing balm that lets every woman feel surrounded by attention and flowers.
Project curator , art director – S. V. Kim
Project director – S. Glushkova
Project manager – O. Ananieva, M. Tollari, O. Kossova
Copywriter – A. Poggenpol, N. Litvinov
Designer – M. Akimova, G. Stacenko, M. Dain, A. Sirke
Pre-Press – K. Cherepkov