Via Bergognone, 7, 20144 Milano MI, Italia

The new packaging for Semana clearly brings out their new selling proposition: extremely fresh fragrances that last longer. The fabric softener brand is a market leader in many European countries, a consideration that led to an evolutionary, not revolutionary approach to restyling in order to keep the brand assets intact.

The brand block has only been fine-tuned to look more premium and incorporate some elements of the system – that in turn looks more linear and elegant.

The power and persistence of the new fragrances have been communicated through the impactful visuals of flowers, virtually bringing consumers at the heart of the scent, fully immersed in the powerful experience the new fragrances deliver.