Persil receives “Design-Oscar” for new packaging concept
iF Gold Award 2007 for Persil from Henkel
In this, Persil’s centennial, there is yet another reason for celebration: last Friday in Munich (Germany), Persil received the iF Gold Award for 2007 in the category “Print Media” for its new brand and packaging design.
We have succeeded in imparting to our traditional brand Persil a new look in this the year of its 100th birthday, further strengthening its brand heritage while at the same time pointing the way to the future with a new design language,” explained Jens-Martin Schwärzler, Head of Premium Detergent Brands International at Henkel, visibly pleased at having garnered the iF Gold Award 2007. “This accolade shows that our new packaging design has really hit the mark. Not only our consumers but also the expert community are impressed.” Last Friday in Munich’s “Pinakothek der Moderne” he and Armin Angerer, Managing Director of the agency Peter Schmidt Group, that developed the packaging design on behalf of Henkel, were handed the “Design Oscar”, a gold figurine sculpted by Herbert H. Schulte.
Persil has been available in its new design since April this year in Germany, underpinning the biggest relaunch in the 100-year history of this successful detergent brand. In the meantime, the new, more emotionally appealing packaging concept has become a common feature among all Henkel’s premium detergents in Western Europe. At the center of the design is an illustrated wave as a graphic expression of dynamism, emotionality and innovation. “Persil will always remain Persil – with the new packaging design serving as one more in a series of enhancements”, was the rationale behind the jury’s decision. While retaining the brand identity, the innovative design sets new standards – “an example of an extremely successful relaunch,” in their words.
The iF Design Award The iF Design Award counts among the oldest and internationally most renowned institutions of its type. Since its launch in 1953, the label iF Design Award has become one of the most readily recognized marks in the world and is today universally accepted as the seal of exceptional creative achievement.
Since 2004, the communications design discipline has been the subject of a separate competition aligned to practical considerations and the various different media and objectives that pertain. A jury comprised of internationally recognized experts in design adds further eminence to the special standing of the iF and the associated label so readily recognized as an indication of quality.
At this year’s iF Communication Design Awards, the new design for Persil garnered the iF Gold Award, the “Design-Oscar” for particularly outstanding creative achievement. This had been preceded by the iF Communication Design Award 2007. This year a total of 332 submission out of a total of 1140 from 25 countries received an iF Communication Design Award. Only the 30 best submissions are elected to the “Gold Selection”, one of them, of course, being Persil.