On a mission with the Leading Brand of Everything to develop and prove the validity of a first-to-market cleaning product unlike anything the industry has seen. From whiteboard concepting to branding and packaging to launch, we were hands on, leaving waste, pollution and the same-old-same-old behind.
Take everyday cleaners and remove the water, fillers, and unnecessary ingredients. All that’s left is a palm-sized swatch of powerful cleaning product. That’s the tiny building block for a new line of home and personal products that reduce water waste and carbon emissions, and utilize biodegradable packaging.
From The Get Go
While P&G was still developing the product, we got to work bringing the larger idea to life. That meant comprehensive exploration of different designs, use-cases, packaging and branding. Here’s a tiny sample of mockups reflecting some early working concepts and creative solutions.
Evolution 1 — Verso
Single swatch anti-moisture tearaway encasement
On-the-go travel pouch for single swatches
Quantity-based delivery swatches for multiple or single use
Testing various materials & options for unit packaging
Travel kit to house multipurpose units
Validated, And Then Some
After the product itself was refined a bit and we landed on design, packaging and messaging, a limited number of units were produced for market testing. To jumpstart visibility and prove market validity, we launched highly-targeted social media and digital marketing campaigns. When we completely shattered all our expectations, we knew DS3 was ready for full production.
Evolution 2 — DS3
Limited production packaging
Revealing DS3 Line
Body wash swatch
8 unique formulas
Hand soap swatch
Alternative packaging concept
We Have Liftoff
After the incredibly successful soft-launch, we consolidated early adopter feedback and data reports. We finely tuned the product and packaging, expanded the target demographic, and polished the brand identity. The newly-christened EC30 now fully reflected the innovative spirit of P&G, and was something people really wanted. EC30 was ready for its close up.
Evolution 3 — EC30
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