Brand Strategy and Packaging Redesign of Old Egyptian Detergent Brand from the 50's

Brand Strategy and Packaging Redesign of Old Egyptian Detergent Brand from the 50's / World Brand & Packaging Design Society

Ahmed Badr - Rapso Packaging

" Rapso is an old Egyptian detergent brand since the 50's of the past century. We based the brand essence on the insight that a packaging of a detergent can be colorful, modern and happy with three different illustrations pattern, each illustration represents a scent which expresses Egyptian women and the hard effort they exert while washing clothes. Also the Arabic typography of Rapso is inspired from the old one as it's one of the most memorable things of the brand but I tried to modernize it and make it more up to date."

Brand Strategy and Packaging Redesign of Old Egyptian Detergent Brand from the 50's / World Brand & Packaging Design Society
Brand Strategy and Packaging Redesign of Old Egyptian Detergent Brand from the 50's / World Brand & Packaging Design Society

Design Agency: Ahmed Badr
Brand / Project Name: Rapso Packaging
Project Type: Consumer Brand Redesign
Strategic Deliverables: Consumer Brand Strategy
Design Deliverables: Consumer Rebranding
Location: Egypt
Market Country: Egypt
Market Region: Africa
Project Type: Freelance Promotional / Self Published
Project Category: Chemical, Household
Consumer Packaging Format: Box
Substrate / Material: Pulp Carton