For the KLAR cleaning brand from AlmaWin Cleaning Concentrates, we developed a consistent brand and packaging design identity that highlights the products’ exceptional skin-friendliness and positions the brand as a standalone, trustworthy solution in the laundry, housekeeping, and cleaning sectors. The goal was to make the broad product range more tangible, strengthen shelf recognition, and consistently focus on product benefits and credible transparency.
In the design, we followed the principle of consistent minimalism. The calm, clear visual language, the uncluttered information architecture, and the deliberately simple typography create a modern look that inspires trust and directs attention to what matters most, without coming across as clinical. At the same time, the design underscores the brand’s high standards of transparency and makes key product features—such as allergy-friendly and child-friendly formulas, and the absence of fragrances, dyes, and optical brighteners—immediately apparent. Our packaging system defines three shades of blue that provide better orientation within the product line. At the same time, we repositioned the logo in the lower third of the package, which ensures greater consistency on the shelf across different container sizes.
The result is a consistent brand identity with high recognition at the point of sale, built on a scalable design system that will support the brand’s continued development in the future. This gives the products greater visibility, makes it easier for consumers to find their way around the shelf, and allows new products to be seamlessly integrated into the existing brand universe.
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