OMO
How to Win through Packaging Design that Solves Problems
Why competitive pressure in premium laundry care requires superior packaging design
The Australian laundry care market is one of the most dynamic and competitive, where brand identity is critical to drive choice and therefore packaging design is a key growth tool. With high household penetration and constant innovation, brands must balance brand evolution and competitive positioning with consumer relevance. Within this category, OMO laundry detergent has long stood as a trusted household name. As Unilever’s flagship detergent, OMO has built a strong brand identity rooted in superior stain removal, reliability, and family trust. Their heritage as a premium laundry detergent brand has made them the benchmark in cleaning performance. Over time, OMO has led the way with product breakthroughs and bold communications, strengthening its visual identity and securing loyalty from a broad target audience.
This legacy positioned OMO not just as another detergent, but as a category leader expected to drive the next wave of product design and innovation in fabric care. As the category had fragmented around differentiated shopper needs, brands had begin to focus on sepcialised cleaning in packaging design comunication.
When Unilever wanted to improve trial and repeat purchase of OMO, it all started with brand identity. Increased competition and category fragmentation with proliferation of product benefits called for a full review of OMO's brand identity to map out how innovation could capture shoppers hearts and minds through packaging design. Challenger brands had entered the laundry detergent aisle with premium sub-brands, new benefit claims through disruptive packaging. From stain removers to eco-friendly detergents and fabric softeners, these competitors sought to redefine premium. For OMO, this created a risk of market share erosion. Without proactive steps, it could lose its reputation as the “gold standard” and its position as the leading laundry care solution. Consumers looking for the best laundry detergent might be tempted by rival brand propositions. OMO needed to look at Ultimate's communication on pack—not just to defend its leadership but to reset the bar for premium detergent. They took a step back from the battke field to re-interrogate what their brand identity meant in a fast paced category and what benefits a new product needed to communicate through packaging design.
With downward pressure on pricing, positioning needed to be communicated through packaging design
Partnering with us, Unilever, the owner of OMO embarked on a deep dive into consumer needs, underpinned by market research and insight development to deternmine how the brand identity could be utilised in a new product’s DNA. One issue kept surfacing: many households felt forced to make trade-offs. Did they prioritise stain removal or colour protection? A detergent for sensitive skin or one with fabric softener benefits? These choices often led to multiple purchases and cluttered cupboards.
The breakthrough insight was powerful: consumers shouldn’t have to choose. OMO Ultimate could provide all-in-one benefits, combining superior cleaning power, care for fabrics, and convenience in a single product. This holistic approach positioned OMO as the versatile solution—ideal for busy mums and families seeking simplicity without compromise.
How to beat the competiton through communicating brand benefits more effectively through packaging design
Cowan’s task was to translate this strategy into a refreshed visual identity and packaging design that would stand out in the competitive detergent aisle. The solution had to signal OMO Ultimate’s premium status, reinforce trust, and simplify decision-making at shelf.
Our approach at Cowan is alwayfocused around our 3 Values:
Simple – cut through complexity to make the shopper’s choice easy.
Together – brand teams are encylopedias of shopper behaviour and any process shoudl have the brand team fully involved.
Brave – packaging design is all about trade offs. To be high impact, brance choices need to me made.
Key elements included:
Refined communication hierarchy: Messaging was streamlined across packaging and marketing materials, highlighting all-in-one performance so consumers instantly recognised OMO Ultimate as the most versatile detergent solution.
Premium packaging design: Bold colour palettes, enhanced iconography, and strong graphic design were used to convey superior quality and to differentiate OMO Ultimate from both its core range and competitor offerings.
Consistency through brand guidelines: From packaging to style guides and digital activations, every touchpoint was aligned. This ensured a cohesive, premium feel across all branding touchpoints.
Focus on customer experience: The design improved navigation on pack, making it easier for shoppers to identify the problems this product solved quickly in-store and online.
By combining strategic planning, brand building, and innovative design process, Cowan helped OMO refresh its identity while protecting the essence of what consumers already trusted.
Results: Reinforcing OMO’s Premium Leadership
The refreshed OMO Ultimate range successfully re-established the brand as the industry leader in laundry care. By clearly communicating its promise of all-in-one benefits and superior performance, OMO pulled away from competitors and reinforced its reputation as the preferred choice for households seeking the best laundry solution.
Consumers responded to the clearer messaging, premium design, and simplified brand promise. The refresh not only strengthened brand awareness but also gave OMO a clear competitive edge in the crowded detergent category.
Conclusion
Market leading brands must continue to demonstrate the same entrepreneurial spirit that made them successful to continue to anticipate and meet consumer needs in the cluttered supermarket category. The OMO Ultimate refresh illustrates the power of combining visual identity, packaging design, and strategic thinking to maintain leadership.
By addressing consumer pain points—eliminating trade-offs and offering true all-in-one benefits—OMO ensured that busy families could trust a single detergent for all their laundry needs. With Cowan’s expertise in brand identity, product design, and graphic design, the Ultimate range has been reframed as the gold standard in premium laundry detergent.
OMO’s repositioning of Ultimate showcases that even in a saturated market, brands can grow by investing in clarity, consistency, and creativity. Through strong brand guidelines, holistic branding services, and market research, OMO not only defended its legacy but set a new direction for the laundry care category.
