Svelto concentrated. This was a packaging redesign project for the entire product range, to communicate the different functions and features of an increasingly complete line.

We carried out several projects for Svelto, Unilever’s historic brand, and this has allowed us to better understand the packaging design requirements linked to greater product differentiation. Consistency combined with the courage to dare allowed Svelto to finally move away from a single image that was no longer functional for the brand.

Svelto Concentrato is a premium line launching three new products in a novel format and with new fragrances and ingredients. What needs to be done to communicate innovation in a context that can maximise its characteristics? We reviewed the packaging design of the entire line, highlighting its uniqueness thanks to a complete redesign that started with the iconic bottles to include the new pump versions, to be proudly displayed on your kitchen sink.

For the former, the values to be communicated are technology, premiumness and high degreasing power, perfectly conveyed by a dynamic graphic design, which focuses on the ability of silver to immediately convey the idea of effectiveness and performance. For the latter, performance leaves room for the uniqueness of the ingredients and the practicality of the format. Aesthetics are in the foreground thanks to an appealing design inspired by personal care. Lemon, cherry blossom and wild mint are not only special ingredients, but also visual elements that can make a packaging born to be exhibited really special. So it is that the transparent bottle is adorned with a label printed with exactly the plants that give rise to these very special formulas, while the logo becomes smaller to leave room for the subtle decoration.For this launch, we also took care of the key visual provided for all pop materials.

Find out more about our other case histories related to the world of detergents.