Blue Marlin comes clean with Finish pack

Blue Marlin has developed a new global identity and pack for leading dishwasher detergent Finish after beating Design Bridge in a pitch.

The revamped image encompasses the other dishwashing brands, Calgonit and Neophos, of parent company Benckiser’s.

Finish marketing manager Will Ghali says Blue Marlin has developed an “incredibly powerful identity. It identified the core visual equities and allied them to the key brand values to create an immediate and distinctive appearance. The impact of the packs on-shelf is stunning.”