We developed the brand title with a German twist, Klammer, meaning “clothespin”. The title is easily readable by the target audience and gives credibility to the brand, according to a focus group study. The identity combines both the elements of the product into a simple and easy-to-understand item sold as one. The geometric patterns became actually a user’s guide, not just a design element, delivering the message “This is the basic detergent and those are additives.”

Brand created by 
Making mockup Lena Smirnova
Photography and postproduction Lena Smirnova