Working with Procter & Gamble and StudioDavis, on a brief to redesign an established 15-year old liquid laundry bottle, brought a fresh and distinctive pack to a competitive category.
Over the course of this complex 3-year project, I had a valuable contribution
with input at every stage of the design process. From concept & ideation to consumer research, concept development and design re-loops, all the way through to fine aesthetic & functional detailing and eventually promotional communication.
Upon its release in the US & Europe in 2011, the modernisation of the original (dated but very cost efficient) pack, which had stood as the flagship representative for P&G’s liquid laundry category for so long, was celebrated across the business as a marked triumph for design.
