- Design
- Naming
- Package
- Strategy
Klammer is a new operator on the laundry detergent market featuring a unique sales system. The product consists of two parts, namely, a basic mixture for the regular washing, and booster additives for specific washing modes (white clothes, colored clothes, removal of grease stains, manual washing, etc.)
![](https://archive.fedoriv.com/content/uploads/2016/12/5_1920x1080S.jpg)
![](https://archive.fedoriv.com/content/uploads/2016/12/4_1920x1080S.png)
Challenge
We had to find the answers to the questions put by the detergent’s manufacturer: How can a young brand stand out among long-established brands? How to take the fancy of housewives and explain them a new approach to washing?
![](https://archive.fedoriv.com/content/uploads/2017/01/5_975x1330_half.jpg)
![](https://archive.fedoriv.com/content/uploads/2016/12/975x1330_half.jpg)
![](https://archive.fedoriv.com/content/uploads/2016/12/2_1920x1080XL.jpg)
Solution
We developed the brand title with a German twist, Klammer, meaning “clothespin”. The title is easily readable by the target audience and gives credibility to the brand, according to a focus group study. The identity combines both the elements of the product into a simple and easy-to-understand item sold as one. The geometric patterns became actually a user’s guide, not just a design element, delivering the message “This is the basic detergent and those are additives.”
![](https://archive.fedoriv.com/content/uploads/2016/12/3_1920x1080XL.jpg)
![](https://archive.fedoriv.com/content/uploads/2016/12/1_1920x1080.jpg)
![](https://archive.fedoriv.com/content/uploads/2017/01/5_975x1330_klammer2.jpg)
![](https://archive.fedoriv.com/content/uploads/2016/12/6_975x1330_half.jpg)
![](https://archive.fedoriv.com/content/uploads/2017/01/10-1920x1080klammer.jpg)