Persil

This Cleans Clothes.

Buying laundry detergent has become a confusing mess. Most of the competitors’ bottles don’t even say “laundry detergent” on them. Brands have forgotten that cleaning should be simple. Even Persil, a German brand with only 7 products, is trying to fit in with American brands by overcomplicating its product lines and packaging.

Persil shouldn’t be rebranding, we should be unbranding. Because we just make laundry detergent and literally nothing else.

 

The Unbrand

To make buying detergent an easier experience, we cut our product line down to one product: laundry detergent.

We channeled our European roots to create a minimal, fresh design.

 
 
 
 

Standing out.

Since the laundry aisle is where the problem started, we shared our message in the aisles to stand out from the others.

 
 
 

It Cleans Clothes

We wanted our straightforward message to tell customers what our product does, which is pretty simple to explain.

 
 
 
 

It does what it does.

We took our candid tone and used it to explain the uses of our product to customers.

 
 
 
 
 

HelloLaundry

HelloFresh gives you exactly what you need for the food you want to make, while letting you avoid the chaos of the produce aisle. Now, you can add Persil to your box to give you exactly what you need to clean your clothes, especially if you add a stain or two while cooking.

 
 

TikTok with Khaby Lame

People are always trying to make new “hacks” in life. But sometimes these hacks just make things much more complicated than they need to be. Khaby Lame debunks these hacks. So we partnered up with him to show that laundry shouldn’t be that complicated

 
 
 
 

Circuit Wash

Our revolutionary 20 minute cycle, 2-in-1 wash and dry machines are good for quickly cleaning 1-2 outfits. We’re partnering with Planet Fitness to place them in locker rooms. Throw your clothes in, shower, get ready, grab your clothes, and be on your way.

 
 

Identity Crisis

To emphasize how other brands have overcomplicated things, we made
sponsored captchas.

 
 
 
 
 

This Cleans Clothes

AD — Carter Waldron

AD — Me

CW — Me & Carter