Brand Strategy and Packaging Redesign of Old Egyptian Detergent Brand from the 50’s

Brand Strategy and Packaging Redesign of Old Egyptian Detergent Brand from the 50’s

Ahmed Badr – Rapso Packaging

” Rapso is an old Egyptian detergent brand since the 50’s of the past century. We based the brand essence on the insight that a packaging of a detergent can be colorful, modern and happy with three different illustrations pattern, each illustration represents a scent which expresses Egyptian women and the hard effort they exert while washing clothes. Also the Arabic typography of Rapso is inspired from the old one as it’s one of the most memorable things of the brand but I tried to modernize it and make it more up to date.”

CREDIT

  • Design Agency: Ahmed Badr
  • Article Title: Brand Strategy and Packaging Redesign of Old Egyptian Detergent Brand from the 50’s
  • Brand / Project Name: Rapso Packaging
  • Interior Design: Africa
  • Project Type: Consumer Brand Redesign
  • Strategic Deliverables: Consumer Brand Strategy
  • Design Deliverables: Consumer Rebranding
  • Location: Egypt
  • Market Country: Egypt
  • Market Region: Egypt
  • Product Category: Household
  • Consumer Packaging Format: Box
  • Consumer Substrate / Material: Pulp Carton
  • Industry Category: Chemical

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