Rebranding of the packaging design for the doypack, "Bleach 'Parus', 200 g"

For which product is packaging needed? Packaging for the stand-up pouch «Bleach "Parus", 200 g»

Product description for which packaging is being developed: Household chemicals. Oxygen-containing bleach of very high level and quality.

Company name: LLC «BARA», www.bara.ua

Company trademarks: «Parus», «White Sails», «EFF», «Fresco»

Company activities:

• Production of household chemicals
• Manufacturing of packaging
• Comprehensive packaging services

Why is the old design unsatisfactory? On the market for about 10 years without changes.

Essence of the brand (main idea (mission) of the product)?

- Safe household chemicals, 

- Consistently high quality at affordable prices of domestic production. 

- Making the world cleaner

- Stain removal

- Impeccable cleanliness

Product positioning (main difference from main competitors)?

Consumer properties at the level of the best offers on the market. Use of the safest ingredients for humans, things, and nature. Best quality at the best price. High-quality bleaching and stain removal. Fast action in cold water.

Main values of the product (rational and/or emotional)?

- Saves favorite things from stains. Extends their lifespan. Safe for people and nature.

- Whites become even whiter. Preserves color in colored items. 

- Stability of high quality. Acceptable price.

What benefit does each of the above values provide to the consumer?

You can wear your favorite t-shirt again. Spend less money on new things. Absence of allergic reactions and environmental protection. Budget preservation. High-quality stain fighting.

Distribution channels and sales geography: Modern and traditional retail. Ukraine, CIS countries, planned export to Europe.

Target audience portrait: 

Name «Parents»

- Women aged 25+, with secondary and higher education, who carefully monitor the appearance and household of their family, for whom «stain fighting» is a manageable and everyday task, not something supernatural.

Name «Pioneers»

- Men or women aged 25-35, with higher education, with an average income level, who, faced with the problem of stains, found a way to remove them using our products thanks to the internet.

Name «Spontaneous Buyers»

- A category of people who are very easily influenced by the seller's opinion. When asked «Give me something good for stains», the seller will offer our «Parus» and only after trying our product and achieving results will they become loyal to our brand.

Why does the consumer need your product? What problems does it solve for the consumer?

- To keep things snow-white and stain-free. 

- «Parus» deals with stains, thus preserving the consumer's favorite things, which has a very positive effect on the budget and the consumer's emotional mood.

- A life without stains.

When and how will the consumer most often use your product?

- With every wash, when there is an urgent need to remove stains.

- More often in summer (the season of light clothing).

Is your product familiar to the consumer?

The product is familiar but has improvements compared to competitors (fast-dissolving, fast-acting). It is among the top three in quality.

Show the chain of actions from the desire to buy the product to the actual purchase.

- A problem arises with stain removal → the consumer tries various methods → uses various methods including competitor products → ultimately comes to the need for our product, etc.

In what situation, under what conditions will the consumer most often buy your product?

- When they already know the right way to fight stains and bleach. This is the use of our bleach.

- Provided it is available on the shelf

- Because of «Parus»

Price and status characteristics of your product. Price segment: Medium and medium +.

«Life without stains»

Closest competitors:

1 competitor.

TM «BOS» - http://sirena.ua/

Very close product quality, presence in networks.

Price is 30% higher

2 competitor.

TM «ACE»

Similar product and price.

Product recognition, old packaging looks worse on the shelf, and it is inconvenient to store an opened package, a clip or some other means is needed to protect the product from spilling and moisture.

3 competitor.

TM «Vanish»

Advertising. Marketing, wide presence.

Higher price. If you take products at the same price, lower quality

Why do you need rebranding and what tasks should rebranding solve?

Updating the design. To attract new consumers and show old users that the product is developing, improving, and keeping up with the times. Updating a design that is about 10 years old

What feelings should the visual design evoke in the consumer? What image and character of the brand should be formed?

A sense of reliability, quality, and reputation built over the years. 100% recognition of the new design. The quality of the packaging corresponds to the high quality of the product.

By what criteria will the effectiveness of the development be evaluated?

It should be liked. It should stand out on the shelf and be easily found by buyers. Product/brand recognition.

Language version (Cyrillic, Latin, etc.), brand name on the packaging: Cyrillic «Parus», Latin "Parus"

What visual images reflect the essence of your brand? Cleanliness, stain-free, whiteness, etc.

What images and solutions do you think are unacceptable for use and why? Plagiarism and similarities with competitors

What basic colors (and their number) do you think are best for creating the desired logo and brand image?

2-3 colors: white, light blue, blue

Duration of product presence in the market: More than 10 years, without changes

Is the packaging being created for the first time or is there an existing option? Existing packaging option is attached.

Style in which the packaging design should be executed:

• simple, concise
• minimalistic
• bright, innovative
• image-oriented, status-oriented
• modern

In what format do you want to receive the source material?  .ai, .cdr, .eps, .jpg

Provide any additional information you consider important.

To participate, please submit layouts in the form of stand-up pouch packaging and unfolded view (front and back).

In the future, we are interested in adapting the entire line to the new design!!!

The winner of the tender transfers the rights to use illustrations on any materials of the client.

The winner of the tender has the right to use illustrations in their portfolio.