Liquid Hand Wash is a great idea, a better alternative to solid soap, but people do not necessarily prefer it over soap. That’s what our client learned when even with health-conscious consumers preferring soap on an impulse. Most of the competition came in mundane looking bottles and had an unpleasant colour to them. Consumers chose soaps that most closely resembled toothpaste (a case of higher perceived hygiene), and felt ‘cool’, with associations of mint and healthy fruit.
Without overhauling the original formula, our client decided to change colour and introduce a new packaging and identity. Bang* was asked to create an identity and packaging for the brand to help it achieve presence on more basins. The shape is intended to be more stable on undulating basin tops, and expresses the crispness of fresh water, promising cool, clean washing. Associations with natural elements in the identity reinforces the hygiene incentive.
Our research showed that mildness, smoothness, foam quality, apparent hygiene, and translucency (not transparency) were the key levers on which consumers judged a liquid hand wash
