IPEV
Enzyme Concentrated Wool Laundry Detergent
Client
8Fans
Service
Brand Design
Visual identification system
Packaging design
E-commerce design
Team
CD:Gary Lau、Kevin
D:YanZz
3D:Mega
T:2022.03
8Fans
Service
Brand Design
Visual identification system
Packaging design
E-commerce design
Team
CD:Gary Lau、Kevin
D:YanZz
3D:Mega
T:2022.03
This series of packaging designs won the German Red Dot Communication Design Award. After the complete brand VI visual upgrade was implemented, the IPEV enzyme-rich concentrated wool and cashmere laundry detergent broke away from the price-competitive competition among large-capacity laundry detergents and successfully entered high-end wool clothing counters, boutique home living stores, and luxury boutiques; online, it connected with quality consumption channels such as Red Star, Douyin, and Tmall. Relying on the high-grade packaging with skincare texture, the small-milliliter specification successfully implemented the high-end product strategy with high unit prices. The consumer value recognition rate significantly increased, the premium ability was significantly enhanced, the terminal conversion rate and repeat purchase performance were outstanding, and the sales volume achieved a breakthrough growth after launch, successfully becoming a benchmark product in the specialized niche market of delicate clothing maintenance. Through visual design, the brand value transition was completed, achieving a dual harvest of international design honors and commercial market benefits.
IPEV focuses on high-end and exquisite clothing cleaning and care, concentrating on the maintenance problems of precious fabrics such as cashmere, wool, and silk. This enzyme-concentrated cashmere and wool laundry detergent uses a natural composite enzyme formula and a weakly acidic, mild formula, which can effectively prevent shrinking, hardening, color fading, and fluffing, protecting the precious protein fibers of cashmere and wool. Different from the common large-capacity, low-price ordinary laundry detergents on the market, the brand chooses a small-milliliter concentrated positioning and focuses on providing a refined, efficient, and high-quality clothing care solution. It targets consumers with high-value knitted clothing and a pursuit of refined living quality, providing meticulous care for valuable clothing similar to skincare.
The biggest strategic breakthrough of this project is to break away from the traditional design logic of laundry detergents and create a washing and care product packaging based on the advanced aesthetic standards of skincare products. Looking at the laundry care market, most laundry detergents follow the visual route of large barrels and low-priced bulk sales, which is difficult to support the high unit price of small-capacity products. We took a different approach, drawing on the visual language of essence solutions and high-end skincare products, discarding the common bright color blocks and exaggerated promotional elements in cheap laundry care. The color selection is soft and high-saturation low-toned, the layout is restrained and simple, the lines are clean and delicate, and the overall atmosphere creates a professional and high-end sense similar to a laboratory and essence care. The visual system covers the bottle, outer box, gift box set, e-commerce detail page, and new media promotional materials, building a highly recognizable high-end and exquisite washing and care visual system. Through visual empowerment to raise the product value perception, it perfectly matches the small-milliliter concentrated, high-price commercial strategy, achieving the unity of product care attributes, high-end pricing positioning, and the aesthetic preferences of quality consumers.