After the successful launch of their very first softergent ranges, which was designed by us, Maxkleen came back with a new packaging design brief for a new natural softergent range.

Our challenge was to deliver the look of a natural deprived product while also incorporating the improved technology of the softergent itself. The final design was another bold and eye-catching packaging, with beautiful imagery of peonies and pears on an early morning lake, that brought an immediate mental association to a sweet and comforting aroma.

The technology aspect of the product was revealed through the clean icons in a very modern and minimal way to avoid the design looking busy.