Velveta Fabric Softener rebranding

Derrick Lin


Design: Sarah Madian
Location: Egypt
Project Type: Produced
Client: ADCO
Product Launch Location: Africa
Packaging Contents: Fabric Softener
Packaging Substrate / Materials: Plastic bottle
Printing Process: Screen Printing

Velveta is one of the sub brands for ADCO, which is a chemical and detergent Egyptian factory. The Velveta family includes fabric softeners, fabric freshners, stain removers, and automatic and manual gels.

Our target while working on the rebranding of Velveta was to uplift the visual image of the brand to put it among the competition of the international brands in the market.

Velveta Fabric Softener is a product that mainly targets the B+ class, which is a huge segment of the Egyptian community, so our main target was to present this product with a decent and appealing image that will attract the customers and create a bond and loyalty to the product. The first step in the process was selecting the appropriate colour palette, followed by the way the perfume will be reflected, and we chose flowers to do this job, and finally, the alignment of all the mendatories and data on the label.