| move to simple
LAUNDRY DETERGENTS
Switzerland
Brand Identity | Packaging | Illustration | Standards
In 2021, Migros supermarket recognised the need to streamline its laundry product category. Their goal was to elevate their already well-established brands and improve customer orientation. The redesign journey started with a thorough analysis of products and target audiences, in close collaboration with Migros’ homecare marketing teams.
Wherever possible, text elements were substituted with imagery. Key messages centre on sustainability and responsibility, including microplastic-free, biodegradable, and no animal testing, were communicated across all packaging fronts using a set of universal icons. The result: cleaner packaging, cleaner products and cleaner brands.
Total, consistently voted as Switzerland's most trusted laundry brand, maintains its reputation as “The Total Solution” with the addition of specialised stain removal products.
Migros explored repackaging its detergent products in bottles and cartons. After careful consideration, including consumer testing, it was decided to retain the existing flow-pack sachets due to their eco-friendly message of reduced material usage.
In the new design, the iconic water circle logo takes centre stage, radiating light. It is accompanied by the “Ultra Power” and “Sensitive Skin” claims, encircled by product-specific colour wheels. Every packaging element is thoughtfully redesigned to convey washing efficacy and targeted stain removal. Only the essential remains.
Yvette, the fabric specialist, proudly displays the “Fibre Expert” claim as an integral part of its logo, emphasising its expertise. Individual product claims are highlighted through both images and text.
The introduction of a vibrant violet colour injects energy into the logo. Bold, rounded typography exudes trustworthiness, reliability, and user-friendliness. The packaging design, marked by its simplicity, centres around the fabric wave (representing care and efficiency) and the product claims (ensuring clear customer orientation).
