Stellar Cleanliness in the World of Dishwashing

Background

SiMBL is a new dishwashing brand launched by Arnest UniRus (ex Unilever Rus) in February 2026. Its formula combines pearlescent micro-particles with active molecules that effectively neutralize odors and remove grease without leaving residue. Consumer tests showed that 99% of participants rated its grease-fighting performance highly. All products are completely safe.

The brand features a range of manual dishwashing liquids in various scents, as well as dishwasher tablets.

Challenge

To develop a logo and packaging design that reflect the brand’s philosophy—cleanliness and technology—while ensuring product recognition.
It was also crucial to stand out in a market crowded with major competitors offering similar products; the design needed to look premium and inspire trust while remaining affordable.

Solution

The UPRISE team positioned SiMBL as a technology expert with unique proprietary formulations. The slogan—”A symbol of flawless cleanliness”—also highlights these technological advantages.

In the logo, the capital letter “S” forms a “comet tail” that culminates in a star — serving as the dot over the “i” — symbolizing flawless cleanliness. The shape of the “S” also dictates the label’s layout, dividing the space into two zones: one for the logo and name, and another for the imagery and technology icon. This creates a strong brand identity that stands out effectively on the shelf.

The design incorporates elements symbolizing innovation: a prominent callout describing the technology, micro-particle graphics, and a deep violet-blue background with metallic accents.