Project Objective: Developing a brand for a line of wet wipes (baby, universal, antibacterial, makeup remover, stain remover) with the potential for SKU expansion.
Sales Channels: Marketplaces.
Business Goals: Compete with market leaders on price, standing out through visual design and enhanced consumer benefits.
Insights: Desk research identified key barriers affecting LTV: quick drying out after opening, uneven saturation of layers, unpleasant fragrance, low durability (tearing easily), and wasteful usage (requiring more wipes). Key Advantage: The manufacturer developed a product that addresses these needs.
Competitive Landscape: Several major players and numerous small brands that largely replicate the visual codes of the market leaders. Most use ad-hoc packaging design without a unified brand concept.
Our Solution: We developed a cohesive brand platform capable of living beyond the packaging—across visual identity, advertising, and communications. This ensures consistency in promotion on marketplaces and beyond.
Concept: Wetman — Always Comes to the Rescue. The brand is built around a superhero character symbolizing a “rapid response tool” for messes. Core idea: maximum saturation = longer-lasting moisture; a superhero always on hand when you need to quickly clean something up.
Naming: We developed and registered a name that references the character, but by replacing the first word with “Wet,” it gains an additional meaning—”moist”—directly communicating the product’s key benefit.
Visual Solution: The graphic concept is built on the idea of “a wipe erasing the background space.” In some design variations, the background is almost entirely “erased,” leaving the character’s silhouette; in others, the wipe forms the character’s outline. This visually demonstrates the product’s purpose and connects the visual identity with the name. Distinct narratives and color coding clearly differentiate the SKUs within the line, creating a recognizable and unique presence on the marketplace shelf.