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Biedronka fabric softeners

Challenge

Eden and Kłębuszek are sold by the biggest chain store in Poland (Biedronka) and are one of the most recognizable fabric softeners' brands on the market. The main idea behind "Dual Essences" series is a balance between two, different aromas mixed into totally unusual one. That is why the most important focus of the design was a strong expression of vibrant aromas. The profile of a target group and products they like, was clearly defined. Of course the final effect had to stand out from the competitors and remain eye-catching.

Solution

This could not be a minimalistic and reduced design. The target group's taste is different, so the colours, pictures and curvy shapes are the best way of communication with the customers. In this type of products, smooth lines are simple metaphor of pleasant feeling, that we get after touching washed clothes. I've combined contrasting colours to make the designs more attractive and eye-catching. Each of two aromas are shown by macro picture of a fruit or a flower, for easier product identification. The overall design is also matched with the shapes of bottles.