La Croix range gets a clean-up

Colgate-Palmolive’s disinfectant and bleaching brand is being relaunched this week in France and Belgium with a modernised identity and packaging.

French group Paris Venise Design has revamped the 14 products in the La Croix Eau de Javel range, plus nine Javel Plus perfumed disinfecting products.

“The approach was to give La Croix more status by enhancing communication of its disinfecting power,” says Paris Venise project manager Bertrand Chovet.

Javel Plus packs feature a planet symbol to differentiate them from the standard range and reinforce the product’s efficiency, says Chovet. The group won the project in a paid creative pitch against Dragon Rouge.