Ultra Purex^® Natural Elements™

The client’s objective was to launch a line of “natural laundry detergent” made from plant-derived soaps and natural fragrances. The design needed to convey a gentle “green” quality, but also communicate how the detergent works hard to get laundry clean. Our solution was to depict “real” natural ingredients with un-staged photo styling to set the right tone and to differentiate it from other Purex products.