SIR Liquid Laundry Detergent

Derrick Lin


Design: design VENA
Location: Turkey
Project Type: Produced
Client: Seba Kimya
Product Launch Location: Global
Packaging Contents: Laundry Detergent
Packaging Substrate / Materials: Plastic
Printing Process: Printing Label

SIR Liquid Laundry Detergent Re-Branding and Packaging Design

Soft-hard shapes were integrated to provide a modern, feminine and strong expression to the design. The curved and discrete surface movement that wraps the bottle and unites with the handle area is evoking fluidity and delicate cleaning. This movement of the surface has strengthened the resistance of the bottle and has provided protection against label scratching at the same time.

On the left side of the bottle, the “V” shape has been ergonomically used in order to facilitate attracting the attention on the shelf and to provide its memory retention. The “V” shape has also been used to facilitate grasping with a second hand of the heavy product in order to pour it easily and with more control in the measuring cup. Drop-shaped anti-slip grids recalling the cleaning with water were used in these areas in order to make the users perceive the ergonomics of grasping.

In order to provide the advancing of the bottles on the production line without any problems, to prevent their crushing during transportation and to arrange the multi-pack usage, it has been planned to have the bottles touch each other at two points. The purpose of placing the handle in the middle area of the bottle was to facilitate pouring the product and make possible the usage of the big size logo on the packing. Saved from complexity, the logo was simplified. The font having been renewed, it became more dynamic and much easier to read. The aim of brand renewal was to establish communication with the young target group.

Accordingly, the target was the communication in a simple and effective common language which would consolidate the brand awareness using a graphic design which eliminated the visual complexity and adopted color codes and motto expressions.