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L´EAUNDRY is a fragrance laundry detergent, relaunched in early 2016. The brief was to create a new packaging for sales in international duty-free shops and design outlets. Before it was sold exclusively via the online shop. To justify a premium pricing we aimed to bring glamour and luxury into the unsexy world of washing detergents. Therefore the packaging design is based on classic perfume packaging, with a fashionable color scheme to distinguish the three different scents. All this boosts the luxury impact, stands out in the outlets, justifies a high retail price and adds an unseen visuality to the washing detergent market.
T.D.G. Vertriebs GmbH & Co. KG