lifebuoy soap
Lifebuoy
Lifebuoy Soap
Agency : SP
Challenge
Challenge
“The desire to be clean, active and healthy is intrinsic to everyone – irrespective of age or economic status…”
The original soap had not gone through much of brand revamp and fell behind it’s competitors in terms of design aesthetics & brand identity, like dove.
The objective of the soap bar was to rejuvenate and reinvent the brand aesthetic, emphasising the function of efficacy whilst staying true to the brand and manufacturable using current lines.
Value
The soap had to embody the brand story when in use, the front face was to provide a much needed contemporary but purposeful reinterpretation of the brand, whilst the back signified more of a functional and efficacious benefit.
For production, there needed to be 2 touch points so it wouldn’t disrupt the current line of production. The brand mark was emphasised, giving a sharper and more focused aesthetic. This allowed us to frame the brand in its famous roundel and make consumer take notice.
This made a very impactful impression when first revealed from packaging.
The redesign refocused the brand to being a serious player in the marketplace by sharpening up the overall bar and brand giving it a bold purpose and integrity.
Numerous concept explorations and prototypes were produced to evaluate and make sure that the efficacious pattern adhered to the manufacturing tolerances specified but also looked purposeful enough to indicate a function rather than a pattern.
The inspiration for the back detailing came from the brand word mark itself, (validated by manufacturing constraints) this would give the consumer the sensation of scrubbing deeper leading to cleaner hands.
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