Don’t let your denim love fade.
A category-breaking product that cleans jeans without washing. Spray True avoids the typical fading and damage to denim fibres that happen with machine washing, so your jeans last longer.
Focusing on the product's promise that if you don't wash your leans they can last a lifetime, we built an identity and visual world around a tattoo aesthetic, representing something that you love that stays true for the rest of your life. The result is a distinctive look for the pack with a rich visual brand world that breaks typical laundry category codes to create cut through.
To fit with the product's advanced technology we sourced an innovative solution for the bottle's spray mechanism, using the miniMist system. A non-aerosol, propellant-free spray, but without a traditional 'trigger' mechanism, giving a great user experience that enabled us to break away from the look of traditional cleaning and laundry products.
NAMING / BRAND IDENTITY / PACKAGING / COPYWRITING