RIPL EFEK — Home Care Campaign
- Industry
- Home Care
- Role
- Marketing Designer
- Collaboration
- Agency Lead
- Scope
- Static Ads
01. PROJECT CONTEXT
Detergent, reintroduced as personal care.
RIPL EFEK approaches laundry as an extension of personal care. The brand combines cleaning enzymes with skin-focused ingredients and a refillable aluminium vessel designed to reduce plastic waste. The goal was to translate that positioning into visuals that could communicate cleaning performance while still feeling premium, and distinct from conventional detergent advertising.
02. THE CREATIVE DIRECTION
Making detergent feel at home in the skincare aisle.
We wanted the visual language to take cues from luxury skincare rather than traditional household cleaning. That meant leaning into intimate imagery, editorial typography and considered product styling, while keeping the product’s cleaning performance clear.
03. THE CREATIVE APPLICATION
Three core ideas.
Together with audience and angle consideration, these three core ideas needed to be represented across the statics that were designed.
GENTLE ON SKIN
KIND TO CLOTHES
LESS WASTE
04. AUDIENCE + ANGLES
Different Audiences. Different Angles.
The campaign had to speak to people coming to the product from very different places. Some were motivated by sustainability. Some cared most about stains and performance. Others were looking for something gentler on skin, while another group connected more with the ritual and sensory side of laundry. In summary, it meant the statics could not all communicate the product in the same way.
05. THE OUTCOME
A different visual language for RIPL EFEK.
We didn’t need every ad to tell the whole story. Some focused on cleaning performance, others on skin and reducing waste. What brought them together was a simple idea: laundry care deserves the same thought we give to personal care.
The final work gave RIPL EFEK room to communicate these different benefits while building a look and feel that stood apart from traditional detergent advertising.
