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Design: 121
Location: United States
Project Type: Concept
Packaging Contents: Probiotic Cleaner
Packaging Substrate / Materials: Plastic

Establishing a new brand in the marketplace can be tricky. When Reckitt Benckiser started to develop the brand identity for their new household cleaning solution, VEO Active-Probiotics, the global FMCG company turned to 121.

VEO Active-Probiotics is a surface cleaner that uses probiotics to biodegrade hidden dirt and grime on your kitchen surfaces. Despite the power behind the concept, research revealed an information gap for consumers regarding the uses of probiotics. 121 would have to develop packaging that is as informative as it is visually appealing.

Leaning on natural in design would not be enough since many competitors already have taken that approach. Once the target audience of millennial mothers was defined, the direction of the mockups became more defined as well. Qualitative research conducted by Nielsen further influenced the direction of the packaging designs.

Affirming that the brand’s target audience is already familiar with probiotics meant that education and developing a relationship between clean and the microorganisms was the key for VEO. Despite design challenges including the best color for the label’s background, 121 was able to work with the client to develop a unique visual identity for VEO. Playing into the petri dish found in the logo, designers weaved the spore elements that represent probiotics along the front of the package to give the label a visual flourish.

These elements change color in accordance with the scent of the product. The result? RB was left happy with the final design, as they wanted to enter the space as the first global FMCG company to utilize probiotics in a household cleaner.

VEO’s was launched on September 2019.

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