The background

Unilever has a simple but clear purpose – to make sustainable living commonplace. This purpose is embodied by all of its brands, which are present in 98% of households across the UK.

Lever Direct – a Unilever cleaning products and ecommerce brand – is no exception to this and brings together leading household names such as Cif, Domestos, Persil and Comfort. It delivers 100% biodegradable products across these ranges and offers these at a high concentration, reducing water usage, plastic waste and using fewer lorries for distribution.

The brand also offers a uniquely direct-to-consumer proposition, championing sustainability through the use of connected packaging, which aims to transform simple packaging into a digital experience through the single tap of a mobile phone.

Connected packaging is taking on an increasingly functional role within the world of packaging design and in this instance, Lever Direct customers can make repeat purchases through the use of on-pack QR codes, lessening the carbon footprint through refills.

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The brief

Unilever tasked Aire to adapt the connected packaging designs for Persil and Cif product labels and refill pouches across kitchen, bathroom, multi-purpose cleaner and floor cleanser variants.

On top of that, we managed the development of ecommerce imagery and animations to feature on the Lever Direct website. These would be employed as instructional tools to clearly demonstrate how to use the refill bottles for Cif and Persil, whilst encouraging consumers to adopt more sustainable practices.

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The result

Aire’s involvement in the Lever Direct project included the design of touch points across the customer journey, from printed packaging to ecommerce content, including ‘how to’ animations, outlining usage and encouraging loyalty through technology.

Using Lever Direct’s primary brand colours, we adopted a minimalistic design approach to help balance the instructional nature of the assets with the requirement for them to stand out online.

Throughout the project we utilised our packaging design, print, ecommerce and animation expertise, to create a seamless customer journey that makes the sustainable choice much easier.

Thank you Mara and the Home Care team for the opportunity to work on this innovative project together, helping us all to reduce our carbon footprint and waste, working towards making sustainable living commonplace.

Thank you Aire! Nice to work with an agency that has the same excitement about a project that we do.”
– Mara Abelite, Senior Artwork Production Specialist – Home Care EU