We developed two package label designs for BASHEL, a premium laundry care brand, covering its laundry detergent and fabric softener products. To communicate powerful deodorizing performance and a clean laundry experience intuitively, we created a friendly penguin character and established “A Joyful Laundry Time with a Penguin” as the main concept. The penguin, which evokes a cool and pristine environment, was combined with a refreshing blue color palette to emphasize the products’ cleanliness and freshness. For the laundry detergent label, water droplets and dynamic splashes were used to
express strong cleansing performance and the visual impression of dirt being thoroughly washed away. For the fabric softener label, soft cotton imagery and flowing curved graphics were applied to convey fabric softness, comfort, and a gentle finish. Both products share the same logo system, typography, and information structure to maintain visual consistency across the brand’s product line. At the same time, the background imagery and intensity of the blue tones were differentiated so that the functions of the laundry detergent and fabric softener could be identified at a glance. The product name and key benefits were positioned prominently in the center to create a natural visual flow, while the penguin character, product volume, and usage information were arranged in a balanced composition at the bottom. This structure improves label readability and strengthens product recognition. By balancing the reliability expected from a functional laundry care product with the warmth and friendliness of a character-driven design, we completed a clean, refreshing, and distinctive laundry care identity for BASHEL.
