When it comes to laundry detergent, consumers' demands are constantly changing. Gone are the days when all a detergent was expected to do is get clothes clean. Today, the product also needs to be convenient and environmentally sustainable, too. That's why the Persil detergent brand created its new "Power Bars" – compact tabs weighing just 30 grams, in a soluble, biodegradable coating. Available in the variants Universal and Color, they come in a virtually plastic-free carton about the size of a book.

We gave the new product its distinctive appearance. The look is unmistakably Persil thanks to the waves and rays the brand has used to symbolize cleanliness and purity for generations. At the same time the packaging is modern-looking and able to stand on its own, making it ideally suited for online retail marketing. Distinctive icons make all the product benefits easily visible even in the smallest of representations. A power button replaces the "o" in the word "Power" to emphasize the detergent's strength. “The first thing customers see when they visit the online shop is a thumbnail of the product no bigger than a postage stamp. That's why e-commerce packaging needs to communicate the product benefits as quickly, clearly and concisely as possible,” said creative director Klas-Ole Neuss.

Initially, Persil Power Bars were intended to be sold exclusively online. But they were so popular they soon began appearing in brick-and-mortar stores in Germany, Austria, Czechia and Slovakia. “Our packaging design works well across all distribution channels in international markets. It demonstrates how well we understand the market, and also our ability to guide iconic brands on the path of ongoing innovation,” said managing director Ruediger Goetz.