Competition within the detergent market in Holland was, and remains, extremely tough. The long-established market leader, Robijn, started to suffer. The brand needed to re-connect with the consumer and to compel major retailer Albert Heijn to devote a metre of additional space to the brand.
So, we asked ourselves one hard questions - How might we make the most of a metre?
1HQ created 'The Robijn Collection' - a celebration of fashion designed to resonate with consumers who shared the belief that clothes should be valued as an investment. In reflecting the brand's core purpose - 'Because what is beautiful, should remain beautiful,' we partnered with leading Dutch fashion designer May-Britt Moback, to create two striking designs, each based on key fashion prediction.
Rose Chic, drew on the upcoming popularity of rose gold accessories, whilst Paradise Secret tapped into the growing influence of botanicals within the fashion world, allowing us to leverage nature's diverse richness and vibrancy.
Whilst the range achieved more than on metre's worth of shelf space across everyone one of Albert Heijn's stores, The Robijn Collection was voted as the most effective product innovation in Laundry of 2016.
CREATIVE STRATEGY, VISUAL IDENTITY, PACKAGING DESIGN, IMPLEMENTATION