SIEW AND YANG DESIGN OFFICE



Packaging, Identity, Art Direction
Selleys’ Cleaning Range

Client
DGL Singapore Pte Ltd

Completed
2018
CREATING CLARITY

Selleys is a premium brand in the DIY category, with its products sold in most home fix stores and supermarkets island wide. We were tasked with designing the packaging for its cleaning range. As new products that will be introduced in complex and busy retail environments, creating clarity was our design objective.

The label design was minimal, yet not entirely abstract. White was chosen as the primary colour to help the products stand out amongst its colourful counterparts in the same category and accent colours were introduced to help differentiate between variants. Simple bottle forms were also selected for a clean look and to enhance packing efficiency.

In line with the brand tagline ‘The Science of Cleaning’, the art direction for the key visuals adopted a laboratory-like feel. Materials were treated as specimens and used as composition elements. 

A ‘Science of Cleaning’ mark, also termed The Scientific Sparkle, was developed to represent the result of cleaning with Selleys. Sparkle spikes form the letter ‘C’ that represents ‘Clean’, and is used as a quality mark across the range.



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