OMO Ultimate

The ultimate refresh of OMO's premium range

OMO Ultimate is one of the most powerful liquid laundry detergents in Australia, yet despite its excellent performance it was consistently underperforming in market trial. We revised the brand identity and laundry detergent packaging design to help clearly communicate performance to consumers, improve shopper appeal, and drastically lift shelf impact.

The key challenge was to transform OMO’s technical excellence into shopper appeal at the moment of choice through clear and confident laundry detergent packaging design.

With a competitive detergent category, where many brands claim similar benefits, the differentiation had to be rooted in identity, communication, and capability, but expressed simply and powerfully through packaging design and accompanying brand assets.

The visual and communicative transformation was focused on four key pillars:

A revised brand identity with a logo that signals efficacy – by changing the symbol to white, OMO Ultimate communicates efficacy without having to say it
Making “Ultimate Performance” the key takeaway at a glance, setting the stage for shopper retention
Strong, clear colours that provide contrast and elevate the gold
Less is more – a simplified and intuitive communication hierarchy resonates with the modern consumer and cuts through the clutter with confidence

A key insight was shopper frustration of sameness in an aisle overrun by claims and messages of performance. Our strategy became to express superiority and differentiation through simplification – by removing conflicting claims and providing a clear hierarchy.

The result is a credible and convincing performance by a brand known for delivering on premium value through efficacy and consistency, translating into increased shelf impact and rising sales through updated laundry detergent packaging design.