To produce a key visual and brand mark which conveys the simplicity and efficacy of a product which is new to Domestos consumers. “Attax” is exceptional in both its form and function: small hygienic strips applied directly to the inside of the toilet bowl thus avoiding the need for an outer cage which can promote the growth of germs.
We used vivid colours and impactful graphics to express the intense cleaning action of the two products – Citrus and Ocean Blast. The portrayal of a toilet on-pack is a first for the Domestos brand and is instrumental in explaining the ease of use. A robust and assertive typographic approach combined with the colour red has been used for the product name Attax to underline the concept of maximum efficiency and strength.