Persil ProClean: Redefining Laundry Care in North America

PERSIL PRO CLEAN | PACKAGING REDESIGN

When Henkel Corporation was looking for an agency partner to bring their flagship European laundry brand to North America, brand management turned to CIULLA.

Persil laundry detergent packaging, designed by Ciulla Assoc, featuring bold branding, sleek typography, and a premium finish

Persil OXI liquid and discs powerful orange bubble design by CIULLA ASSOC

Introduction: Bringing a European Icon Stateside

When Henkel Corporation sought to introduce their flagship European laundry brand, Persil, to the North American market, they partnered with CIULLA ASSOC for a comprehensive packaging redesign. The objective was to create packaging that not only resonated with U.S. consumers but also maintained the brand's esteemed European identity.

Challenge: Communicating Advanced Laundry Technology

Persil's innovative 'Deep Clean' technology offers superior stain removal while eliminating irritants and pollutants. The challenge was to design packaging that effectively communicated these dual benefits, capturing consumer interest and clearly conveying the product's efficacy.

Solution: Strategic Packaging Design & Brand Stewardship

To address this challenge, CIULLA ASSOC implemented a multi-faceted approach:

Brand Strategy and Architecture – Developed a cohesive brand strategy that aligned with Persil’s core values and market positioning.
Package Design – Crafted packaging graphics that highlighted the 'Deep Clean' technology, ensuring clear and concise communication of benefits.
Brand Guidelines – Established comprehensive guidelines to maintain consistency across all branded product lines.
Production Artwork – Ensured high-quality production of packaging materials, reflecting the brand's premium image.

As Persil emerged as a formidable competitor in the U.S. laundry market, CIULLA ASSOC provided ongoing brand stewardship, ensuring consistency across a diverse portfolio of liquid and DISC™ products. This included launching innovative products like Persil Active Scent Boost and Persil OXI, which have gained significant traction among U.S. consumers.

The Takeaways

Effective Packaging Design – Strategic packaging that communicates product benefits can significantly enhance consumer engagement.
Consistent Brand Stewardship – Maintaining brand consistency across product lines is crucial for establishing a strong market presence.
Innovation Adoption – Introducing innovative products tailored to market needs can drive brand growth and consumer loyalty.

Partner with CIULLA ASSOC for Your Brand’s Success

At CIULLA ASSOC, we specialize in branding and packaging design that elevates consumer goods in competitive markets. Whether you're launching a new product or revitalizing an existing brand, our strategic approach ensures impactful results.