Lycocelle Brand Identity + Packaging

Lycocelle is a new range of premium laundry liquids. We were asked to develop their brand identity and packaging.

Where mainstream laundry products achieve their cleaning power through surfactants extracted from petroleum, Lycocelle harnesses the natural cleaning power of native plants instead.

Targeted at health conscious, fashion-forward and environmentally aware females, we had to challenge the laundry category which is dominated by primary colours, shouty graphics and clichéd imagery – an aesthetic that doesn’t appeal to these house-proud consumers or communicate plant-based in the slightest.

We set out to create a lifestyle brand that not only communicated the core product benefits, but also portrayed an aspirational way of life to appeal to the image conscious target audience. This has been successfully achieved through the visually rich packaging, aspirational imagery and supporting promotional material.