Title	L´EAUNDRY FRAGRANCE LAUNDRY DETERGENT
Brand	T.D.G. VERTRIEBS
Product/Service	LAUNDRY DETERGENT
Category	E04. Other Packaging
Entrant	KOREFE Hamburg, GERMANY
Idea Creation	KOREFE Hamburg, GERMANY
Additional Company	RTS SCHOLZ Bremen, GERMANY
Additional Company 2	ROLF WORTMANN Melle, GERMANY
Additional Company 3	THOMA PLASTIK Norderstedt, GERMANY
Additional Company 4	KAWE Kaltenkirchen, GERMANY
Additional Company 5	FREY-LAU GMBH Henstedt Ulzburg, GERMANY

Name	Company	Position
Stefan Kolle	Kolle Rebbe GmbH	Chief Creative Officer
Christian Doering	KOREFE	Creative Director Design
Jana Bier	KOREFE	Project Manager
Lorenz Ritter	Kolle Rebbe GmbH	Creative Director
Tommy Szewczuk	Kolle Rebbe GmbH	Retouch Artist
Sascha Bugai	Kolle Rebbe GmbH	Head of Production
Martin Lühe	Kolle Rebbe GmbH	Production Manager
Ulf Schütze	Kolle Rebbe GmbH	Production Manager

The Campaign

Bring glamour and luxury into the unsexy world of laundry detergents to justify a premium price (over €50 per bottle).

Creative Execution

The most complicated part was finding a way to make plastic look premium to imitate the look and feel of a glass perfume bottle. It took us 6 months of experimentation to find the right material and shape. To distinguish between the three different scents, we used a colour code that matches the scents and gives the range a unique look.

Indication of how successful the outcome was in the market

The new packaging boosts the luxury impact of the brand and justifies a high retail price by using a purely visual approach. As the product only went on the market in early spring, there are no reliable sales figures from retailers yet but online sales are going well (and the brand had to start another production run in March 2016 to serve all requests)

As the name L'EAUNDRY – FRAGRANCE LUXURY GOODS already combines both worlds (Luxury Goods + Household), we decided to mirror this in the design: the packaging contains a laundry detergent but looks like a high-class perfume.