DESIGN PACKAGING
GÉNIE
Laundry category range creation
POSITIONING, BRANDING, BRAND SYMBOL, GRAPHIC DESIGN,
ILLUSTRATIONS, ICONS, ADAPTATIONS
Génie is a historical brand, well known as a traditional family brand passed from generation to generation.
Génie is anchored in the day to day french lives and takes care of their clothes.
It is also an efficient brand : reachable, simple and garanteeing a perfect controlled result.
As Génie is only represented in the hand wash shelves in store, the brand wanted to develop a new complementary territory:
the washing machine laundry category, through 3 references (fresh flowers, lotus, sensitive) and 2 Large sizes.
The design objective then was to recognize the brand integrating the new category codes, be impactful but also to differenciate from the competitors.
In a creative perspective, we settled the brand through its historical credibility :
we used the 1959 dynamic & bold logo and also signed « Génie Since 1959 ».
We also designed the new iconic symbol of Génie : the T-shirt which is now alive and efficient thanks to its movement and its powerful energic light.
Finally, the deep blue covers 90% of the packaging which is reassuring for the consumer who recognizes his brand.
After having empowered the brand’s identity, we integrated laundry category codes such as the fragrances specificities and also the efficiency of the number of washing indicated at the top right.
By looking at the new range, the DNA of Génie is empowered and we understand clearly that it is a laundry product. This efficiency result allows the brand to settle proudly in the category and be a serious competitor in the market, the job is done!
