Savex is a laundry detergent brand marketed in over 10 countries in Eastern Europe and Caucasus, currently positioned in the mid-tier price segment of the laundry detergents category. The ambition of brand owner Ficosota, is to upscale Savex in terms of price and consumer perception, as well as attract younger consumers to the brand, whilst challenging other well-known premium brands.
Our brief was to develop the packaging design for a brand refresh of the Savex brand which portfolio consists of powder detergents, liquid detergents and laundry capsules. The focus should represent a superior washing performance while highlighting their unique selling position of fragrance. Savex’s heritage has always been within the world of freshness and fragrance. This fragrance experience is the primary purchase driver along with price and overall cleaning quality and brand character. While premium brands focus far more on credible cleaning perfection and superior technology, our opportunity for Savex was to highlight their unique selling position of fragrance.
Starting from the ‘V’ in Savex, which previously represented a ‘tick’ as a good choice has been made, we created a dynamic bursting design. This not only conveys the message of excellent washing performance, it’s the base of a unifying brand system that radiates our brand equity while building a visible brand block on shelf. The flowers incorporated fragrance as an essential part of the design. Bringing clarification and simplification to their product portfolio was another box we wanted to tick. Whilst clearly differentiating we created more strength in unity across the whole Savex brand.
Clean design, clean laundry!