Brand Strategy, Naming, Brand Language, Logo Design, Visual Identity, Packaging Design
Sub-brand creation for Dishmatic’s first range of washing-up liquids.
• Listings in three 3 major retailers
“The visual identity and language really dial up our playful personality and stand out amongst the competition, while incorporating the essential functional messaging consumers look for in the category.”
– Dishmatic Head of Marketing
Dishmatic is the number one fillable washing-up handle in the world, but until now, every Dishmatic handle has been filled with competitor washing up liquids, and despite Dishmatic’s market-leading position, many consumers do not know the name of the product they reach for first.
With social media trends for desirable, interesting cleaning products, Dishmatic’s vibrant personality and colourful range was uniquely placed to capitalise with a range of washing up liquids with colours picked to match its iconic handles.
Tasked with creating a name, language, visual identity and packaging for the new subrange, we needed to boost the masterbrand’s vibrant, friendly personality, while reassuring consumers that fun does not come at the expense of efficacy.
Thanks to the broader canvas of the WUL label and value pack formats, there was also an opportunity to increase brand visibility and recognition by featuring the iconic handle shape in the designs, while building the connection with the name and logo.
Dishmatic products are your loveable dish friends, so our strategy captures this in the idea “Light up the Room,” evoking the personality of a friend who always brings fun and excitement, dishes so clean they sparkle brightly, and the colourful range of products that are a pleasure to use and display.
We named the range “Brilliants” to celebrate colours and effective cleaning and paired it with the playful strapline “Your partners in grime”.
The visual identity builds on the bubbles of the existing identity, with a colourful foam base providing variant navigation and a clear white space above for maximum masterbrand recognition.
The friendly Brilliants subrange logo bounces along the foam while a Dishmatic handle bobs about and simple variant illustrations evoke the scent.
The variants are vibrantly named “Berry Bright” and “Citrus Sparkle”, and each value pack is signed off “Get a handle on dirt”, to assure effectiveness with a cheeky nod to the iconic Dishmatic handle.
A functional “Anti-Grease” message, essential for consumer trust in the washing up liquid category, features an iconic handle swiping the bright liquid across a sparkling plate.
The launch range features two 500ml liquids, a “Dynamic Duo” pack paired with a handle, and a value pack with a handle and four refill heads.
In their first few months, Dishmatic Brilliants has secured listings in three major retailers, with a rapturous welcoming from fans online.
“Popp Studio has elevated Dishmatic’s distinctive assets, building recognition and connecting our name to our iconic handle. The visual identity and language are now working brilliantly together to really dial up our playful personality and stand out amongst the competition, while incorporating the essential functional messaging consumers look for in the category.”
Laura Allen, Head of Marketing, Dishmatic
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