Svelto is a popular Italian brand of dish washing liquid which is characterized by a fresh lemon fragrance. The challenge was to introduce Svelto as a credible brand in the Machine Dish Washing sector with a complete range to meet all needs and includes basic, medium and high performance products.
The Svelto brand mark is presented at the centre of a graphic system, which we adapted for each of the numerous variations within the range. A sparkling clean wine glass, porcelain plates, or glass baking dish is used on all packs to convey the cleaning power of the products accompanied by a representation of the product format – tabs, gel etc. The range is divided into three coordinated sub-brands – Classic, All in One and Expert. Each sub-brand is colour coded to aid recognition of the various formats and particular product benefits.
The resulting graphic is both bold and modern and notably differentiates itself from existing machine dishwashing brands through the use of the Svelto green as a dominant colour. Despite the variety of elements and messages on-pack, the design appears ordered and coordinated across the range. The design was implemented across a suite of products including tabs, gel, machine deodorant, and rinse aid.