Founded in 1994, Liby is a leading laundry detergent brand in China. Recognizing that Chinese consumers, short on time and space at home, are looking for products that complement their busy lifestyles. Liby tasked us with creating the packaging design for a new concentrated laundry detergent variant, to grow the brand and define the future of the category with a focus on the high efficiency and power of concentration.
Concentrated products often fail to communicate their benefits with many competitors predominantly focusing on softness or scent and conveying this through loud messaging, intense color or unrelated graphics. Our design expression needed to evoke quality and resonate with consumers - this led us to the idea of a vortex – signifying the power of the product and its ability to fit seamlessly into people’s busy lifestyles.