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:OTVETDESIGN
PRODUCT
The brand of household maintenance products.
GOAL
Making a packaging standing out
from a common communications clatter and gain consumer loyalty in the household segment.
MARKET
The segment of household goods has an important feature — it is always a routine purchase, demanding a low level of involvement from a consumer.
Who cares what brand is your baking foil or sandwich bags are?

The same factor determines industry standards for branding. On supermarket shelves there is the triumph of a conservative approach and functional design. The result is a communications clatter in that none of the brands has a distinct individuality. Therefore, it cannot boast of customer loyalty to the brand.
TARGET AUDIENCE
The target audience is women who form a family consumer basket. Researching consumers, we moved away from the traditional immersion in socio-demographic characteristics and focused on understanding a behavioral pattern not so when buying but when doing housekeeping in general. What is important for them, what worries, what is lacking and what use the Optiline brand could give them.
INSIGHT
Household keeping is the most thankless job. Mess is noticed immediately, but cleanliness is taken for granted. This work never ends and, by and large, is not appreciated by anyone.
INSIGHT
Household keeping is the most thankless job. Mess is noticed immediately, but cleanliness is taken for granted. This work never ends and, by and large, is not appreciated by anyone.
THE AUDIENCE EXPECTATIONS
These women do not ask for help — they cope with running of life routine confidently for a long time. However, they would like to hint to their dear ones about the daily amount of work performed and get a little of their understanding and gratitude.
PLATFORM
Optiline is an assistant brand
that not only helps to keep order and cleanliness of the house, but also reminds members of household who is behind it. We appreciate cleanliness and you.
PACKAGING
The brand wanted to become more than a rational choice for a consumer.
Thus, it developed something more than just packaging. We have translated abstract liters of trash bags and meters of baking foil into concrete, completed things. 2 rolls of paper towels — this is 100 meters of a table wiped dry. And packing of household gloves is possibility to mop the floor in a flat for 27 times.

The graphical solution clearly conveys the concept. And it becomes clear to each of the household members how much daily work is behind such habitual household activities.
CAPSULE
Optiline is a household-assistant brand. But, unfortunately, there are situations when other help is needed in the house. Thus, the problem of domestic violence has become especially acute in Russia after the adoption of the law on its decriminalization.
Having stopped calling crime a crime it is so easy to get used to it, to make it a part of your everyday life. To refresh one’s memory how it should not be, the brand turned out a limited capsule collection.
In it, product packaging offends those who see it. Does it hurt? Does it hurt an eye? But why is it not permitted for a table napkin to do this, but is it permitted to a rag-tyrant behind your wall?
We ourselves create not only our own household routine life, but also our own lives. And one who can clean it is also you. Optiline can only remind you that violence should not be as routine as taking out the garbage.
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