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Softlan

packaging design softlan fabric conditioner fabcon laundry detergent malaysia square44
Velvet sketch by square44

How to successfully expand SOFTLAN fabric softener range into different price level in Malaysia?

…or how premiumization is done right.

Briefing

Malaysia’s fabric softener category is huge. Competitors brands operate on various price level to offer fabric softener solutions for different need stakes and different social economy classes.
We were asked to redesign existing SOFTLAN ranges and develop subbranding and packaging design for 2 new ranges and create their own look and feel within the SOFTLAN family.

Base Range

The most affordable SOFTLAN Base range has a category conform fragrance positioning and we updated the design to a more contemporary look able to compete with global brands like Comfort or local brands. The design is youthful and plays with vibrant variant colors.

brand refresh, brand relaunch, brand modernization, brand repositioning lactacyd asia by square44

Aroma Range

This range has a stronger and more distinct fragrance positioning, is slightly higher positioned in price than the Base range. The design features one prominent flower and uses darker colors for varianting for a more premium appeal.
beer lao enters the premium craft market
beer lao enters the premium craft market
beer lao enters the premium craft market

Divine Pleasures

DIVINE PLEASURES addresses the sense via the fragrance and the golden oil drop an icon borrowed from typical Spa treatment communication.

beer lao enters the premium craft market
beer lao enters the premium craft market

Intense Perfume Range

This ultra premium range of concentrated fabric softener Intense PERFUME uses black a range color to really stand out in the colorful fabric conditioner shelf. Golden sprinkle and the perfume bottle icon clearly links to intense and prestigious fragrance.
beer lao enters the premium craft market
beer lao enters the premium craft market
beer lao enters the premium craft market

The Result

The result is a wide range of fabric softeners across 4 different subranges able to compete with international and local competition and offering shoppers the right product for the budget and needs.

beer lao enters the premium craft market
beer lao enters the premium craft market

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Inspired? Would you like to discuss brand premiumization, or brand extensions that can work across different price segments? Just looking for a packaging design revamp or a packaging design for a new range extension? Get in touch to start a conversation today!

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