PERSIL
We reimagined Peril from the bottle out, transforming the brand into a more modern, sustainable presence on shelf. By shifting from colored plastics to crisp white bottles, we created a striking visual system that signals cleanliness, clarity, and a more responsible future. The result is a design that feels both elevated and unmistakably effective.
DESIGNING THROUGH COMPLEXITY
The challenge was to balance sustainability with strong shelf impact while evolving a well-established brand. Moving to white bottles required rethinking contrast, hierarchy, and brand blocking to ensure standout across crowded retail environments. At the same time, we redesigned the 4-in-1 discs to feel more iconic and intuitive, clearly communicating advanced technology that not only cleans clothes, but actively cleans the washing machine itself.
A SYSTEM BUILT TO SCALE
The new design language was extended seamlessly across all product variants, creating a cohesive yet flexible system. It was then translated across multiple European markets, adapting to local needs while maintaining a unified brand presence.
WIDELY ADOPTED, UNIVERSALLY ENDORSED
The redesign was met with overwhelming approval, earning alignment across internal stakeholders and external brand agencies alike. It delivered both commercially and creatively, elevating Peril’s perception while reinforcing its leadership in performance and innovation. The work stands as a benchmark for how sustainability, design, and technology can come together to drive meaningful brand transformation.
Related Work
