Creating a product name, logo and label for new synthetic gel cleaner
TARGET
Product: new synthetic detergent gel cleaner. Agency task was to create product name, logo and the label. Due to high level competition in this particular market segment it was important to develop explicit solution to win the consumers attention at once. We decided to highlight product advantages by creating a flashy name and clear eye catching logo.
Hypoallergenic phosphates free ecological washing detergent has numerous advantages and important for every consumer qualities. That is why the product was worthy of the same great
name and logo.
SOLUTION
Among the variety of naming concepts the client has chosen the idea to call the product – IGEL (– hedgehog – from German translation). Direct translation points out that the product is ecological friendly, one can see great and clear wordplay: I – intellektuel (- intellectual – from German translation) + GEL emphasizing the gel is smart.
IGEL – washing detergent, produced with care of environment, which is much more effective in comparison to traditional washing detergents. Brand name sounds coherent to its logo image. Generous drop of IGEL designed in the form of hedgehog shows nice gel fluidity and ecological friendly approach. Such hint about the character of real neat animal that stores his food and thinks about the future times serves like direct message about product consumption advantages: economy and comfort in use.
