SOULDROPS - REVOLUTION IN THE DETERGENT INDUSTRY
Title | SOULDROPS - REVOLUTION IN THE DETERGENT INDUSTRY |
Brand | MONSUN KFT. |
Product/Service | SOULDROPS WASHING GEL AND SOFTENER PRODUCT LINE |
Category |
E06. Other Packaging |
Entrant
|
REPUBLIC GROUP Budapest, HUNGARY
|
Idea Creation
|
REPUBLIC GROUP Budapest, HUNGARY
|
Credits
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.