Lovela. The definition of delicacy for the whole family.

Packaging / Portfolio

Lovela is the most popular brand in Poland, with hypoallergenic laundry detergents, intended for babies. According to market research, consumers appreciate the safe nature of the brand’s products and are happy to use it further, transferring Lovela’s benefits to whole family. It is especially for them that the brand has created a new line of products, maintaining the high quality of its products, but communicating its range to a wider target group.

After successful cooperation on the Woolite brand, our client, Reckitt Benckiser, asked us to redesign the packaging for the Lovela Family line, and our task was to maintain the perception of a safe brand but this time to extend it to the whole family, while highlighting the effectiveness of the formula. When creating the designs, we wanted to maintain legibility and a minimalist approach to design consistent with Lovela Baby. The line received its own colour code and an additional graphic motif, which not only distinguishes the lines inside the brand but also allows the brand to effectively appear on the shelf in the laundry detergent category. To emphasise the purpose and target group, we have included a photo of the family in the heart theme, and clear benefits and product descriptors on the packaging itself. As a result, the consumer has optimal access to information and easier choice.