When Faultless wanted to introduce ReWear, a new between-laundry dry wash clothing spray, it needed to create a distinct presence on shelf. We rolled up our own wrinkle-free sleeves and created a series of dynamic, eye-grabbing concepts, mindful that we needed to graphically separate ReWear from other Faultless products—and from the category in general. That meant a color palette that was modern, progressive and both playful and elegant, with of-the-moment type treatments and a clean illustration style that immediate and implicitly explained the product.
We then worked with Faultless and its internal team to tap into consumer insights and needs, honing the packaging to capitalize on emerging trends and focus on the results of consumer research. The final design? It did everything we set out to do, allowing consumers to zero in on the product on shelf and easily get a sense of the product’s wrinkle-free, odor-removing and rejuvenating benefits. And that made for a very smooth—and fresh—launch.