Carpet cleaner gets new look from Dragon

Carpet-cleaning brand 1001 is relaunching its brand packaging next week, following a brand refresh by Dragon Brands.

Dragon was appointed to review the look of the brand’s six core cleaning products, following a two-way pitch last September. The brand was acquired by WD40 three years ago, but it is not known when it was last redesigned. A number of line extensions are also understood to be in the pipeline.

The group was briefed to update the packaging after its original packs were found to be ‘limited and unengaging’, and not attracting younger consumers.

Dominic England, Dragon director of packaging, says, ‘In a low interest category like carpet cleaners, competing against a well-supported brand like Vanish, 1001 has to make a stronger emotional connection with current and new consumers to grow the brand.’

The redesigned creative execution retains the blue and yellow colour palette of the old design scheme, while reworking imagery and typography. Each product’s use is now also portrayed in a photograph on the front label.

Dragon creative head of consumer brands Mark Stephens was the creative lead and Oliver Bedwell was the designer.

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