Iconic Design
Iconic design elevates a brand beyond its competitors by expressing big ideas in surprisingly simple ways.
A modern brand is memorable, consistent and emotionally engaging.
There is only one prerequisite, you need to inspire the whole organization to embrace a strategy common across all regions, that's the fun part of it.
Creating concise and living iconic assets, whilst driving inter-agency collaboration, allowed us to provide a clear brand building framework and guidance how to make Fairy an iconic brand.
A full family life is busy, energetic and fun, but comes along with a certain amount of chaos. Doing the dishes is not only a chore to be done, but a ritual that is truly part of family life. It has a lot of meaning such as caretaking, love, nurturing, support and restoring order so that your next family moment can happen.
The Fairy bottle on the kitchen sink is a constant in the busiest and most chaotic room in the house. A rock on which family life can be built, trusted and reliable but also a friendly face to turn to. Fairy liquidity is purposeful, powerful and concentrated, handling the mess that comes with family life effortlessly, restoring order and control to truly support you in your family life.
The green of the brand reassures, calms and projects trust and confidence, set against the white promise of purity and cleanliness and peace of mind. Fairy cleans to a spotless shine, in which family life can be reflected. Our icons give the brand a human face.
In iconic design, what you leave out is as important as what you put in. But many brand owners find it difficult to accept a ruthlessly edited visual identity, and executives at Procter & Gamble were no exception. We built a clear strategic rationale for simplification, supported by best in class examples from other categories.
But simplicity alone is not the answer. These days, brands must constantly adapt to changing contexts, and for a brand like Fairy with a single product that only changes formulation — a living, breathing visual identity is all the more important. Everything created in a brand’s name communicates something about the brand’s values and purpose. At times, iconic brands cannot be rigidly consistent; the key is coherence.
Our collaboration with Elmwood, Landor, Grey, Dialogue, WebbdeVlam and other creative agencies has produced work that has won some of the design industry’s top awards and our dedication to iconic design has helped increase the influence of design within the Procter & Gamble company.
