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design guidelines The design was based on a very specific directive: just as Cloralex is a generic bleach in the category, the new stain remover must follow suit. In addition, the brand had to be clearly differentiated from the competition, reflect modernity and represent an innovative solution for young homemakers. The target market was women between 25 and 45 from the C and D socioeconomic levels, who are involved in washing and housekeeping.

mandatorie s To create a new brand identity system To include the Cloralex brand as an endorsement To prioritize communication in terms of product benefits and attributes

objetive s To develop an innovative identity within the segment for the objective consumer To distinguish the product from bleach To communicate the key brand attributes

limit ations The bottle design and color (blue) are predetermined and may not be altered

The three proposed design alternatives were used throughout the project, complemented by conceptual images.

functional / practical To describe the product’s benefits and attributes graphically and through explicit copy: its cleaning action, protection and, especially, care of colored fabrics.

technological / innovative To emphasize product advantages as an avant-garde alternative by considering the target group’s cultural scope and technological perception.

branding To stress that the brand has the power and quality to satisfy the market and that it is endorsed by Cloralex.

The various typographical exercises carried out for brand identity design led to six solutions (three each for Brillante and Radiante). Although they shared many features, since they were all designed to project dynamism and modernity, each alternative had its own characteristic traits, distinguishing it from the other two with regard to the three proposed alternatives.


FIVESECONDS The time a package on the shelf has to attract the consumer’s attention