Explorer is the laundry detergent for people who not ashamed of their mountains of dirty laundry. It’s for people who are ready to climb it and conquer it.
The concept of this series of package was originally created on study workshop where I had to create detergent for a lonely guy. And what lonely guys often do is they delay laundry until there’s mountains of dirty clothes. Then I realized that it’s very common issue for a lot of people, not only for lonely guys. Everyone needs a little bit of motivation and positivity in terms of dealing with daily laundry routine. This is the main idea of the project.
The main point is not to be ashamed of it and just accept the fact that sometimes life’s like this. Especially, when you live alone, you just don’t have a lot of clothing to combine and you have to put it away until certain point. Or, you didn’t have had enough time to do it. Or, you just forgot. That’s why I decided to proudly show mountains of dirty clothes on the front side of packaging.
I created four SKU of packaging for different and most common types of clothes: black, white, colored and delicate. Every SKU differs from another by clothing texture and color. The caption on the front side says “detergent for [type of clothing] clothes”. Caption works like marks on a different heights of these mountains. But the logo is bold and brutal just like people who able to do heroic thing: to deal with big amount of laundry. Important information is put in triangular shapes like tops of the mountains.