Defy is an in-wash conditioning beads that protect fabrics from stretching, fading and fuzzing.
Partnered with P&G to create a complete brand world, including brand identity & assets, packaging, beauty visuals, photography style, social content and in-store displays.
The iconic packaging symbolizes authenticity, forward movement, dynamism, and transformation. The forward swash optimistically redefines and unveils a more diverse variant world.
