Finnish brand Kiilto launched a new Kiilto Hajusteeton cleaning product series which is ecological, effective and fragrance-free. Together with Kiilto and a creative agency, we carried out a research where we wanted to find out what would be the best possible packaging design and what name would be considered most fitting for the new product.

At first thought, it might be possible to combine attributes such as ecological, fragrance-free and Finnish as features that complement each other well. Based on the research results, communicating these simultaneously in a visual way might not be as easy as expected.

For some people, visual elements and colors that are often associated with ecology do not necessarily seem suitable for communicating that something is fragrance-free. Our collaborative research made these associations visible, and by utilizing this information, the creative agency was successful in executing the packaging design.