The HUL Domex team wanted to
communicate its new product feature i.e it turns from white to green during usage.
This new product feature leads to perceptions of efficacy in the minds of the
To make the pack more engaging
and informative, but not cluttering the packaging.
DY Works studied the product
(toilet cleaner) category and found out that Domex is the most de-cluttered
pack in the category. However the messaging hierarchy was amiss and communication
cues were weak.
Some insights that DY Works
gathered from the consumer research were implemented for the packing graphics
as well .Like the brand identity and the core pack color (blue) were retained
as the consumers identify with it. Further we decided to showcase graphically
the Indian and western style commode which was clutter breaking in itself for
We explicitly worked on the layout of the pack ensuring a systematic
messaging hierarchy and to be able to highlight the new product feature
via an active green formula (nomenclature) depicted by scientific mnemonic
which works well with the imagery of the brand, ensuring its core claim of
killing all germs dead.
We followed a balanced approach
in designing the pack since there was a need to communicate the functional