The Indian market has a mixed bag of washing processes. The set of products lined under the Smart Solution sub-range were devised to suit the users across. Hence our approach was to build a visual identity that adds to Surf Excel visual equity than splitting it further with new colours, to begin with. The house colour of Blue hence was the answer.

The codes of sophistication and lean operation (to kill the notion of hectic chor) were brought through contemporary font style and minimalist pack design, iconography and a dot matrix pattern cueing the microscopic efficient action. Overall a parallel drawn from the most admired and popular category of electronic products that are penetrating each of our lives with increasing capacity. Hence the design solution was devised from the visual to experiential level delivering sophistication to the end-user. Indeed this approach was ell received and worked for the brand.