Fresh
Project Context
The previous design of the Fresh wet wipes line (pocket pack) suffered from visual saturation, where every element competed for primary attention. The use of gradients, shadows and non-selective typography hindered focus and compromised clarity on the small packaging format. A significant strategic challenge was the visual monotony of the portfolio, as all variants relied on an identical illustrative template. This setup, where differentiation was achieved solely through color changes, made it impossible to clearly communicate the specific character of each fragrance note. Our task was to elevate the product’s perceived value through a complete design reorganization.
Solution
We approached the redesign through a “less is more” philosophy.
The strategic decision focused on the application of pure white, which in this product category becomes the primary carrier of the hygiene message. This dominance of white space allows the design to “breathe,” while a strict color-blocking system on the packaging edges ensures instant recognition and clear distinction between variants.
By applying a clean sans-serif font for the sub-brand names Aquaworld, Chamomile and Fresh Deo, a clear informational flow was established. The redesigned Fresh logo now serves as a stable visual anchor for the composition, while the refined typography in the central part of the packaging ensures maximum readability of the name on a small format.
By introducing a discreet, handwritten font for the secondary information “Soft Skin,” a balance was achieved against the rational, minimalist layout. This typographic contrast emphasizes the product’s softness and gives the line a warmer, more human character.
The complex, hyper-realistic illustrations from the previous design (shell and pearl, chamomile and droplet) were replaced with minimalist graphic symbols that serve as immediate visual cues. Each product received a distinctive graphic seal that the consumer recognizes intuitively, in a fraction of a second.
Results
The redesign of the Fresh wet wipes line (pocket pack) proved that through clear visual logic and the elimination of the redundant, even the smallest packaging format can achieve high market distinction. The entire product line gained character, becoming visually stronger and more impactful.
