04/10/2007, Düsseldorf / Germany
International Persil Relaunch
The new “Motion” design, at the centre of which is a rolling wave motif, will henceforth identify the premium detergent brands from Henkel marketed in Western Europe. The visual concept conveys impressions of dynamism, emotionality and innovation within a basic graphic composition, enhancing Persil through associations with freshness and modern, effortless convenience. The wave connects the top logo area with the radiant green energy field. This remains an important element of the design expressing the brand values for which the detergent has always stood: exceptional quality and outstanding laundry performance. By arranging the energy field in the left half of the package, the design loses the former severity of a centralized force field. Openness and ease of use are also communicated by the wave bridging the gap that previously existed between the logo and the energy field image. The logo has likewise been updated and underlines the new, fresh look of Persil, Le Chat, Wipp and Dixan.
“The challenge was to develop a common design language for our premium brands that was not only suitable for all the countries in which they are marketed but also underpinned and further enhanced their specific local brand equities and heritages,” explains Jens-Martin Schwärzler, Henkel’s head of Premium Detergent Brands International. “While the elementary colors for Persil are green, white and red, for Dixan they are blue, white and red. Such differences have to be taken into account,” Schwärzler adds by way of example. Nevertheless, the purpose of introducing new, central design elements has been to visualize the brands Persil, Le Chat, Wipp and Dixan as members of one and the same brand family.
The new design is the perfect balancing act required for Henkel to succeed in this aim. “International pre-tests with end consumers have shown that the new packaging design is clearly discernible from the competitive environment,” Schwärzler is pleased to say. From April, the new-look Persil will be available in Germany, Austria, Switzerland, Belgium, the Netherlands, Portugal and Finland. Then, in May this year, the new premium design will also be launched in France (Le Chat), Spain (Wipp) and in Italy, Greece and Cyprus (Dixan).
The new brand and packaging design was developed by the Peter Schmidt Group, Hamburg.