| Sanifresh toilet cleaner is one of the main players in the toilet cleaner category in India. After the takeover of the Balsara Group by Dabur India Ltd., Sanifresh needed to be repositioned in its segment to attract the attention of and to communicate better with the end user – the homemaker. The previous Sanifresh pack was completely insensitive to the fact that in the majority of homes, toilets are cleaned by the housewife and that a clean toilet is often viewed by her as a matter of pride.
The new Sanifresh pack for Dabur scrutinized every element of packaging to drive fundamental messages with sensitivity to the person cleaning- creating a typeface to emphasize fresh yet effictive, and incorporating the support promise of “germ kill”. The packaging graphics communicate efficacy yet with a feminine touch. The identity was reworked to incorporate a toilet bowl, which directly speaks of the usage of the product.
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