Laundry detergent designed for black and white clothing

The packaging for Skip Perfect Black and Perfect White, new powdered laundry detergents for black and white clothes, respectively, clearly conveys their intended uses. Launched in Argentina by Unilever, the visually stunning containers present designs were created by Rex Design (www.rexnet.com.br) in Brazil. The matte black and matte white plastic containers display unusual visuals aimed to shake up the category and borrow a look from the cosmetic market. Elegant typography with clean icons “reveal the technology behind the product,” according to Rex Design. “We have created calm, abstract technological icons, instead of the common approach [to laundry detergents], which demonstrate an 'aggressive' effectiveness of the product,” says Gustavo Piqueira, creative director of the project and Rex Design's partner. The look combines a matte printing process with glossy silver stamping of the text that reinforces the line's premium positioning and upscale appeal.