'Pre-Empt'
Concept-driven novel product line for Febreeze™
Winner of an international design contest for Febreeze (USA). We conjured a brand to prompt bathroom etiquette for Gen Z.
- Client
- Febreeze (USA)
- Sector
- Consumer Goods & Services
- Services
- Ideation, Brand Origination, Packaging Design
- Brief
- Febreeze launched an design contest in search of a fresh take on a ‘Pre-Poo’ product they had under development.
- Requirements
- Brand concepts and messaging were primarily to target socially active, young mobile professionals within the U.S. Solutions should comprise a unique identity (original IP) in addition to exploiting the trusted ‘Febreeze’ brand association.
- Solution
- We set out to challenge the competitions approach to the topic; which tend to come across as immature or flippant, with overt use of puns and cringey ‘Dad-joke’ attempts at humour.
- Rather we explored concepts surrounding bathroom ‘ritual’ and ‘social concerns’ about perceived personal hygiene amongst focus groups. The consensus was toward a more ‘pro-active’ message that would empower and build confidence for a socially-reserved generation. A strategy combining social influencers, alongside a compelling ‘prompt’ and a clean, minimal aesthetic was chosen to generate a positive vibe more akin to ‘high-end’ fragrances; deliberately distancing the product from ‘after-the-fact’ air-fresheners.
Keynotes:
- Invoke ‘pro-active’ association (brand name connotation)
- Establish ‘trusted’ status (leverage 'Febreeze' connection)
- ‘Discreet’ footprint (pocket design & recyclability)
- Stylish / understated aesthetic (‘low-profile’ / discreet)
- Self-explanatory (UX / iconography / messaging)
