Love&wash: A Revolution in Laundry Detergent Packaging

Alexander Cherkasov's Award-Winning Design Brings Emotion to Everyday Chores

The design stands out in the market, where most laundry detergent packages focus on the "formula of purity". Cherkasov's design, on the other hand, brings warmth and soulfulness to the table. It also addresses practical concerns, such as the type of washing and fabric suitability, which are often overlooked on other packages.

The Love&wash packaging concept is aimed at young families, with the idea that clean and happy clothes are worn by people who love each other and take care of their clothes. The brand line includes washing powders, washing gel, capsules, and a stain remover, covering all the laundry needs of a young family.

The packaging is made of biodegradable materials, including cardboard and plastic, reflecting a commitment to environmental sustainability. The design process, which took place in Moscow at the beginning of 2019, involved a thorough market analysis of laundry products and the target audience.

The design features clothes on the packages that correspond to the type of fabric, for example, an orange T-shirt and a denim shirt hugging each other on the label of the washing powder for colored clothes. The background color enhances differentiation, and the blue color of the text symbolizes freshness and purity. The typography complements the modern image of the brand.

The Love&wash concept faced the challenge of sticking to one main idea and filtering out all unnecessary options. However, the result is a design that not only brings joy to washing but also stands out on the shelves, offering a unique blend of emotion and practicality.