Hasta La Ideas

Over the next months we will be highlighting award-winning projects and ideas from this year’s Core77 Design Awards! For full details on the project, jury commenting and more information about the awards program, go to Core77DesignAwards.com

Designer: CASA REX
Location: Sao Paulo, Brazil
Category: Packaging
Award: Notable

Skip Perfect Black / Perfect White

The packaging design developed for the new range of powder detergents Skip Perfect Black / Perfect White—for black and white clothes—presents an unusual and premium packaging design for a product that plays in a “boring” category such as Laundry.

In order to bring a premium aspect for the new design, we did a study analysis to understand how cosmetic products portray their premiumness. Then, we considered the main characteristics of this category and ‘boost’ the design with elegant and clean typography and icons that reveal the technology behind the product in a calm and abstract way. The effect of the final substrates and printing processes, a combination of matte printing with glossy silver texts further reinforce the product’s premium positioning. Even the back panels present the product results in a more contemporary way than in the general Laundry arena.

What is one quick anecdote about your project?
As the project has been done in Brazil, where we’re based, many people around here look at it and get surprised ‘is this a laundry product?’. We’re not sure if that’s critic or a compliment but, between both options, we prefer to take as compliment. (And for Argentina, where the product was originally launched, shouldn’t have been an issue, since it’s quite a well known brand and had media and BTL campaigns to support the launch).

Read on for full details on the project and jury comments.

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