Swash

Brand Identity & Packaging

Swash is a laundry detergent brand by Whirlpool who’s claim to fame is an ultra-concentrated formula and auto-stop top that squeezes an exact dose of detergent, every time.

They needed a fresh spin to their visual identity to stand out in the crowded laundry aisle. We reimagined their brand and packaging with an eye toward being bold, simple, and a little irreverent.

Logo

The Swash logo is a custom, graphic wordmark that highlights what makes Swash bottles unique in the laundry aisle: the squeeze.

Packaging

The packaging is legible upside-down and rightside-up, giving it impact whether sitting on the shelf or being squeezed. The simple layout let the logo be the hero. Bold, saturated blues stand out on the white bottle.

Photography

Scent-inspired still life pictures and a variety of in-use snapshots bring the product to life. Brand-color backgrounds create simple and vibrant imagery. Hard, warm lighting captures arresting color and creates graphic shadows.

E-commerce

In online retailing, a powerful combination of imagery, typography, and iconography convey all the benefits of Swash.

Guidelines

All the elements of the brand identity are coalesced into clear, concise guidelines to support the development of new materials for years to come.

Next project: Cub Cadet Ultimas

Credits
Agency: 10 Thousand Design
Design Director: Ed Bennett
Motion Designer: Nate Miller
Writer: Lauren Grabau
Photographer: Josh Grubbs

Paul Hudachek