Persil came to us looking to refresh their baseline Persil ProClean Deep Clean Pro10 laundry detergent for 2019. Persil ProClean is a midrange laundry detergent that is relatively new to the North American market. The goal was to maintain established brand equities while achieving a quicker read on shelf.


We used established brand equities, like the large white circle, burst of light and bubbles, color palette, and holographic foil to continue building brand recognition for Persil at shelf. The sub brand and reason to believe were simplified and given a bolder, cleaner look. This enhanced readability and understanding of the product and what it offers.

Persil ProClean Before
Full Persil Line Up