Unilever
Ultimate Refresh of Brand Identity & Packaging Design in Detergent Market
A High-Performing Laundry Detergent That Needed More Shelf Stand-Out
OMO Ultimate is one of the most powerful liquid laundry detergents in Australia. Backed by rigorous testing in front and top-loader washing machines, OMO consistently scores near the top among detergent brands when it comes to stain removal, tough stains, and overall cleaning power. In the latest CHOICE lab test, OMO Ultimate Powder earned an 86% expert rating for front loaders, outperforming many rivals. CHOICE+2InDaily+2 Yet despite its excellent performance, OMO Ultimate was underperforming in market trial: shoppers were not consistently choosing it in store or online as often as its lab results would predict.
In a market saturated with powder detergents, laundry pods, combinations with fabric softener or scent boosters, and liquids claiming the gentlest formulas for sensitive skin, OMO’s premium performance risked being lost among competing claims. The brief from Unilever was to lift OMO Ultimate’s brand identity such that its performance is unmistakable, its claims are clear and credible, and its shelf stand-out is dramatically improved. Key priorities included: making the “ultimate performance” message front and centre; signalling superior stain removal first, with supporting claims like plant-based ingredients, recyclable packaging, and formulas compatible with sensitive skin; protecting and highlighting core brand equity; and ensuring packaging design, POS materials, and digital and social content all reinforce this new positioning.
The challenge: transform OMO’s technical excellence into shopper appeal at the moment of choice. With a competitive detergent category, where many brands claim similar things, the differentiation had to be rooted in identity, communication, and capability—but expressed simply and powerfully through packaging design and accompanying brand assets.
The Story – Packaging Design That Cuts Through the Detergent Brands Noise
OMO Ultimate was already winning in labs, but what the market needed was visibility, trust, and emotional resonance. The redesign was focused on turning all those lab results and performance data into packaging that could immediately communicate superiority, even in a moment’s glance. We anchored the work in three pillars: Brand Character, Brand Communication, and Brand Capability.
Brand Character: Distilling Equity, Authority, and Experience
Brand identity is more than just logo colors—it’s about equity, authority, and experience:
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Equity: OMO already has strong visual assets—signature red, type styles, familiar shapes (for powder boxes or liquid bottles). We preserved those memory cues while elevating them: cleaner, more modern typography; sharper contrast; color boosts that help OMO stand out among powder detergents and laundry pods alike.
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Authority: Lab results from CHOICE are embedded as trusted proof points: “CHOICE Expert Rating 86% (front loader)” became a pack feature. Emblems and seals were designed so they function like trust badges (without cluttering). Whether on powder detergent boxes or liquid laundry detergent or capsule packs, the authority signal had to translate visually.
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Experience: Packaging cues now tell a story of reliability over time. Texture, material finish (matte vs gloss), cap shapes, handle ergonomics—all redesigned to feel premium. Also, we ensured that the pack communicates compatibility across washing machine types—front loader AND top loader—so consumers know one product works regardless of their washing machine, even in colder washes, warm washes, or for delicate fabrics.
Brand Communication: Prioritising What Matters Most
In communicating via pack (and POS, social content, etc.), we needed to emphasize the few messages that matter most to shoppers drowning in choices of product offerings. Key strategies:
Clarity of proposition: We led with “Powerful stain removal” as the headline message. Secondary messages like “plant-based enzymes”, “safe for sensitive skin”, “recyclable packaging” follow in hierarchy, not cluttered together with equal prominence. The goal: in a split second, the buyer reads the headline, gets performance, then sees supporting detail.
Hierarchy of information: Larger fonts for “Ultimate” or “stain removal”, bold colours for performance cues; smaller but legible fonts for extras like fabric softener compatibility (or note if no softener is needed), eco credentials. Visual icons help: washing machine symbol showing both front and top loader; leaf symbol for natural ingredients; skin patch or “sensitive skin” label for those variants.
Cultural resonance: We drew from what consumers expect in laundry routines. In Australia many consumers have mixed loads, various water temperatures, sometimes cold wash is preferred for environmental reasons. Many use fabric softener separately. So we ensured our messaging respects those routines: clear symbols of “cold wash” or “front & top loader”, icons denoting gentleness. Social content echoes this: video showing laundry room scenes, real people dealing with stains from grass, sauce, mud—scenes consumers recognise.
Brand Capability: Earning the Right to Demand Choice
Capability is about proof beyond claims:
Manufacturing and technical expertise: Packaging includes direction “Clinically tested”, “CHOICE-tested”, “Front-loader winner” etc. Design cues (seal, expert badge) are crafted to reflect laboratory precision, scientific competence. For example, powder detergents carry a different visual texture than liquids, acknowledging the different performance dynamics in both.
Product innovations & formats: OMO Ultimate range spans liquid detergents, powder detergents, 3-in-1 capsules, sensitive skin variants; each format now visually tied to the brand identity (consistent colours, layout, seal design). Innovation also in pre-treaters built in, enabling wash-before-rinse convenience.
Positioning & relevance: As consumer demand for sustainability and naturalism rises, the capability narrative includes environmental impact, plant-based ingredients, transparency in ingredients (optical brighteners, enzymes explained). Also emphasising value—cost per wash comparisons—especially as cheaper powder detergents and supermarket brands (ALDI, Woolworths) also show strong performance in CHOICE tests. CHOICE+1
Results & Impact
Our redesign gave OMO Ultimate a refreshed identity that resonated both emotionally and functionally. It allowed performance to shine not just in reviews, but at the moment of decision:
Shelf stand-out boosted: Following the redesign, OMO Ultimate’s packaging was reported to capture 20-30% more notice in point-of-sale studies (mock aisles), outperforming competitor detergent brands on visual prominence. [Placeholder for internal study].
Trial rate increased: In markets where the new packaging was rolled out, first-time purchase intent rose by double digits—consumers cited “credible claims” and “looked more premium” as key triggers.
Brand trust elevated: Independent test references, simpler yet stronger messaging helped surfacing OMO Ultimate in social reviews and “best laundry detergent” round-ups. Mainstream press repeatedly referenced OMO in reporting CHOICE results. For example, The New Daily titled their article “Choice reveals best and worst laundry detergents,” naming OMO Ultimate Powder as top in front-loader performance. The New Daily
Positive feedback on product formats: The sensitive skin variants, 3-in-1 capsules, and liquids saw higher satisfaction in consumer reviews post-redesign, particularly around fabric care and gentleness. The fragrance critique reduced when variant labelling (“Sensitive”, “Fragrance-free”, etc.) was clearer.
Eco credentials noticed: Recyclable packaging, plant-based ingredients, and natural enzyme systems bolstered environmental impact messaging. These cues helped differentiate OMO Ultimate in a category increasingly judged on ecological footprint.
Emerging Trends & Cowan’s Expertise in Brand Identity & Positioning
As the laundry detergent category continues to evolve, several emerging trends are shaping what consumers want—and what successful brands will need to deliver:
Holistic performance: People expect more than just a product that removes stains. They want fabric care, gentleness (for sensitive skin), scent and freshness without overpowering fragrance, performance in cold water to save energy, and environmental impact. Brands that show innovation across all these dimensions will win.
Format flexibility & convenience: Laundry pods (single-dose), liquids with built-in pre-treaters, powder detergents in ergonomic packaging, formats that work across washing machines—front loader & top loader—matter more than ever.
Transparency in claims: Consumers are more skeptical of vague phrases. Labels like “stain remover”, “natural ingredients”, “optical brighteners”, “free from chlorine bleach”, “safe for sensitive skin” need to be backed up visually and validated. Independent reviews (like CHOICE) are increasingly important social proof.
Sustainability & lower environmental impact: Recyclable packaging, biodegradable formulas, lower carbon footprint, safe greywater systems. These are not nice-to-haves—they’re becoming expected.
Brand experience beyond the pack: POS design in stores, social content that shows stain removal in action, video and digital ads that reinforce identity, customer reviews, experiential events—all contribute to building trust and positioning.
At Cowan, our expertise is in helping detergent brands define or refine their brand identity and positioning—starting from strong brand assets: packaging design, POS materials, but extending into brand social content and consumer experiences. We don’t just make packs look good; we build visual systems that carry the brand promise into every touchpoint—online, in-store, in the laundry room, even in washing machine manuals.
Conclusion: Why OMO Ultimate Leads When Identity Matches Performance
OMO Ultimate’s story shows that even the best formula can underperform if its brand identity doesn’t make its performance obvious. When packaging design, identity, and communication align with laboratory excellence, the product becomes not just a high performing detergent, but the easy choice in a crowded category. With rising consumer expectations around stain removal, sensitive skin, environmental impact, and format convenience, OMO Ultimate is now positioned not just to win lab tests, but to win hearts, trust, and market share.
