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Laundry detergents are often classified as exclusively functional products that lurk in the far corner of the household cleaning products closet.
Among the objects that families use every day, detergents are more likely to serve as an effective means for removing stains than a full-fledged brand you would want to place on display.
When the NCT Company turned to us to create a brand of laundry gels, we decided to destroy this stereotype and create an original and stand-alone brand that can attract a customer’s attention, find its place on the shelf and escape from the gloomy space of the cupboard under the sink.
The first phase of our analysis showed that the laundry detergents and gels market is heavily branded. Among competing brands, it is mainly dominated by a rational marketing approach to positioning: bright, colorful labels, emphasis on the brand name and the effectiveness of its chemical contents, pseudo-naturalness in the design, etc.
The consumer who knows all the benefits of their preferred product and chooses the most tried-and-true methods is, however, still ready to to experiment with new brands.
In our search for a unique, forward-thinking brand, we decided to stand out on the basis of non-typical approaches in the design and shape of packaging and to focus on a female target audience.
The brand’s image was born at the intersection of wellness (the desire for happiness and well-being) and the notion of all-natural ingredients.
Laundry is not just the thorough removal of stubborn stains. It is also caring about the sensations that have a direct affect on the daily environment of human existence—clothing and bed linens.
The name Wellery stems from the notion of natural simplicity and reveals the brand’s image in one concise word. The multivalent and affirmative word “well” (healthy, pleasing, stable) is the semantic center of the name, and the suffix “-ery” signifies a process.
Expanding on ideas contained in imagery and naming, we developed a new packaging model and new ways to interact with the product through a form that has been noticed in the contours of neatly-stacked woodpiles and the natural structure of cotton.
When stacked, the wedge-shaped packages easily come together to form a cube. This is extremely convenient in terms of transportation, placing the product on shelves and presenting it in BTL format.
Inspired by Scandinavian minimalism and a Nordic attitude, the identity concept combined strict geometry with apt metaphors that mark the washing and fabric types: peony (color), black tulip (any black fabrics), dandelion (especially delicate), etc.
Wellery – Seven different laundry gels that will certainly find a place in your bathroom—and don’t want to hide out in your closet.
Project curator , art director – S. V. Kim
Project director – S. Glushkova
Project manager – O. Ananieva, M. Tollari, O. Kossova
Copywriter – A. Poggenpol, N. Litvinov Поггенполь
Designer – M. Akimova, G. Stacenko, M. Dain, A. Sirke
Pre-Press – K. Cherepkov