Lotus Cleaning Packaging Rebrand

The rebranding process began in the second half of 2024, following several in-person and online meetings with the Lotus team. During these discussions, we assessed the current state of the brand and aimed to understand as accurately as possible which solutions would best support their growth.The brand has been present on the Hungarian market for over 10 years and has become a key player in the car care segment. It boasts an exceptionally wide product range that fully meets the needs of the general public.
However, this strength also posed a challenge during the design process: the portfolio had continuously expanded over the years, but a unified visual identity system had never been developed.

The packaging designs were inconsistent and often caused difficulties when integrating new products into the range.It also became clear that the brand needed to be repositioned, which is why Lotus Cleaning received a new visual identity. Our goal was to give the extensive product lineup a cohesive and clean appearance, ensuring that new products could be consistently integrated into the visual framework. Another important aspect was to make packaging simpler and more efficient to manage, while also making brand communication more intentional, unified, and easier to recognize.

The primary task was unification. Most of the product packaging previously relied on visual elements to illustrate the product’s purpose. However, this often caused problems—especially for products that didn’t have a clearly identifiable visual motif or where the imagery wasn’t informative or expressive enough. Another strategic challenge was the simultaneous use of English and Hungarian product names, as well as the use of gold coloring, which faced manufacturing limitations. The new packaging also visually repositions the products: we applied a cleaner, more high-contrast, and attention-grabbing design. We retained the product color-coding system for easier identification but completely eliminated the use of illustrative imagery. Claims are now placed in clearly visible and legible positions on the packaging. Product names are primarily in English, with Hungarian names serving a supplementary role—this also supports preparations for entering international markets. The use of gold in the visual identity was entirely phased out.

One of our key goals during the rebrand was to ensure that the visual renewal would appear consistently and recognizably across all products. We categorized the full product range into four main packaging types: pouch, box, tube, and jar. Within these categories, there are several subgroups based on differences in size, volume, and format.

„What You Car deserves” – the essence of the brand in one sentence
During the brand workshop, we identified the brand’s core values together: what it stands for and the vision it brings to the market. The main value of Lotus Cleaning is experience. Their goal is to provide a genuine experience for car owners who are passionate about their vehicles and care deeply about cleanliness and maintenance. They believe that a well-kept, fresh-smelling car is not just about aesthetics—it also enhances the overall driving experience. The slogan appears primarily in online communication and on merch products, serving as a reminder of the brand’s values at every touchpoint. It expresses the feeling that comes with using the products: Lotus is what your car deserves.