SOULDROPS - REVOLUTION IN THE DETERGENT INDUSTRY

TitleSOULDROPS - REVOLUTION IN THE DETERGENT INDUSTRY
BrandMONSUN KFT.
Category E06. Other Packaging
Product/ServiceSOULDROPS WASHING GEL AND SOFTENER PRODUCT LINE
Entrant REPUBLIC GROUP Budapest, HUNGARY
Idea Creation REPUBLIC GROUP Budapest, HUNGARY
Credits
Name Company Position
Szabolcs Márton Republic Group Creative Director
Zsolt Magó Republic Group Head of design
Mátyás Ónodi Szabó Republic Group Head of copy
András Furák Republic Group Head of Business
Fiorella Szilágyi Republic Group Head of client service
Réka Baranyi Republic Group Account Manager

The Campaign

The iconic shape and cutting-edge style are in fusion with Hungarian thinking and international trends: the creators re-imagined a bottle shape typical in the local culture, painted it in pastel colours, and made them the trendsetter. Globally. The design symbolizes the philosophy of purity and simplicity, and the one-of-a-kind shapes and colors make them stand out from the mass. Our goal was to create products that customers will instantly recognise, but with Souldrops consciously rejecting the communication clichés everyone is tired of.

Creative Execution

We’ve opted for labeling the bottles with screen-printing instead of using vinyl stickers. Furthermore, the bottles became matte, and were given mellow pastel colors. Numbering on the bottles further emphasizes transparency, as all numbers indicate the product’s subcategories. With the dogmatic International Typographic Style, where lettering and lines are design elements themselves, we concentrated on comprehensibility, transparency and and clarity.

Indication of how successful the outcome was in the market

As the line has only been in stores for 7 months, relevant data are not available yet.

Brand relevance: n/a Campaign elements: there was no communication campaign TA: Women (25-49) Design strategy: Souldrops is not a rare handicraft product of a small, family manufacturer – however, it still appears artisan in the mainstream environment.