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Category
Packaging / Mass-market
Annual ID
OS_DE17178M
About the Work
L’Eaundry The World’s First Fragrance Laundry Detergent BACKGROUND L’Eaundry is the world’s first luxury fragrance laundry detergent. Heart, head, and base notes were composed by master noses and designed with premium laundry in mind. In 2016, three fragrance lines were introduced offline for the first time in duty-free-shops. To support the launch, a new and unusual packaging needed to be created. IDEA In order to visually standout in the saturated luxury environment of duty-free-shops, we designed packaging that would be immediately recognizable and entirely unexpected – a perfume falcon. EXECUTION The detergent’s packaging is ultimately a disguise – a high-quality washing liquid masquerading as a perfume. This bottle, which was designed to closely resemble classic French artisanal falcons, is made of a specially developed translucent plastic that is both sturdy and elegant. The monogram on the cap only accentuates the luxurious impression it leaves.
2017 Awards
Total Points: 5
Merit
Credits
Agency
Kolle Rebbe GmbH / Hamburg
Design Firm
KOREFE / Hamburg
Designer
Christian Doering
Executive Creative Director
Stefan Kolle
Sascha Hanke
Product Manager
Sascha Bugai
Martin Lühe
Ulf Schütze
Writer
Lorenz Ritter
Creative Team
Tommy Szewczuk
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