Sydney creative studio Tweak has developed the design for the new Complete range under the Palmolive dishwashing liquid brand.
Tweak managing director Paul Rumens told PKN that the directive for the brief was to create packaging to reflect the new range’s “superior formulation designed to instantly degrease” and to clearly communicate the sub-brand and product claims.
He points out that the core pack architecture was used as a base for the design for stronger brand recognition, and “a high sheen metallic and darker green sets it apart from the core brand and conveys a premium offering in the range”.
The design features a cyclonic water graphic across the range which, explains Rumens, communicates the product's powerful degreasing action and includes a bright colour palette and clean minimalist typography.
“We chose a vibrant colour palette and clean, contemporary typography to add punch, shelf presence and to sell [the product's] claims with confidence,” he added.
The sleeves on the Palmolive Complete liquid bottles were printed by FujiSeal in Vietnam, and the product was produced by Colgate-Palmolive in Australia.