Domestos Active Toilet Gel

Domestos Active Toilet Gel – Award-Winning Packaging Innovation

Client: Unilever | Brand: Domestos
Agency: Holmes & Marchant International, Marlow
Role: Design Director

The launch of Unilever’s new Domestos Active Toilet Gel presented an opportunity to introduce a significant packaging innovation into the household cleaning market.

At a time when traditional paper and self-adhesive labels dominated the sector, the new Domestos range was among the first to adopt shrink-sleeve labelling technology. This allowed the graphics to wrap around the contours of the bottle, creating a distinctive, high-impact presentation with greater scope for branding and product differentiation.

The range featured three fragrances – Ocean Fresh, Mountain Fresh and Lemon Fresh – each with its own colour identity while retaining the instantly recognisable Domestos branding.

The project was developed during my time as Design Director at Holmes & Marchant International in Marlow, and its innovative approach to packaging was recognised with a Design Innovation Award for the company.

An excellent example of how creative design and emerging production technology can combine to transform packaging within an established product category.