Packaging design agency Boxer & Co. brought some clarity and calm to the laundry aisle through a project with a Woolworths private label range.
Boxer & Co's managing director Gwen Blake said the aim was to bring softer tones to an otherwise "loud" part of the supermarket.
"For a category dedicated to cleanliness, there's a surprising amount of visual mess in the laundry aisle," Blake said.
"Flashes, bold colours and strong words all compete in an attempt to shout the loudest.
"We saw an opportunity to create some clarity, focus and calm amidst that with this new brand, which is exclusive to Woolworths."
The central ‘C’ graphic is a visual shortcut to the brand name, and echoes the shape of a front loader machine.
This also works as a window to the tumbling, cleaning action, with bubbles and fragrance cues cascading out of their contained shape and floating, onto the side and back of pack.
The pack’s background linen texture softens the overall look and reflects the product usage.
Continuing the laundry theme, mandatory symbols appear as clothing labels ‘stitched’ onto the linen pack and a silver treatment makes the logo pop in a nod to its efficacy.
