Creative Agency: Republic Group
Creative Director: Szabolcs Márton
Art Director: Zsolt Magó
Copywriter: Kristóf Kovács & Mátyás Ónodi-Szabó
Account: Fiorella Szilágyi
Project Type: Produced, Commercial Work
Packaging Content: Detergent
Location: Budapest, Hungary
Souldrops revolutionizes the conventional detergent industry
The Souldrops name is worth remembering, as the product family is about to change the way the public thinks about laundry detergents. Following its recent debut, Souldrops is challenging the traditional detergent sector in Hungary. Republic Group, the Cannes Golden Media Lion-winning Hungarian creative agency was commissioned by the local startup to design a new line that will shake up the industry. The results: cutting-edge products with an emphasis on great design – something that hasn’t been seen on supermarket shelves yet.
Souldrops is a story about perfect chemistry: a young and visionary startup and a future-driven creative agency got together to develop a line of products to change an industry that has been characterized by nearly-identical designs – so far. Republic Group had a key role in the brand’s development from the beginning. Thus, research and segmentation allowed the agency to define the philosophy of Souldrops: a brand of designer laundry products and detergents that encompasses everything young urban adults stand for today, from modern, edgy design to environmental consciousness.
The designs symbolize this philosophy of purity and environmental consciousness; the one-of-a-kind shapes and colors make them stand out from the mass of products of the industry. “During the development phase, our goal was to create products that customers will not view as ‘just another mass-produced brand, but instead they will instantly recognize that Souldrops consciously rejects the communication clichés everyone is tired of.” – said art director Zsolt Magó, designer of the products.
Regarding the bottles, the key goal was to capture the spirit: “The designs appeal to the mainstream, yet they are unique and cutting-edge at the same time. We wanted to create something modern and up-to-date, but also timeless. So, we chose the easily recognizable bottle shape and the minimalist design, which is unusual for detergents. In addition, the spectrum of pastel colors symbolizes purity and diversity.” – the art director added.