1001 is well established in the carpet care market with six different cleaning products and the brand promise of offering ‘1001 uses around the home’. But the packaging was out of tune with the modern, young consumer and choosing the right product was not always easy or obvious.

The objective for us was to make 1001’s packaging contemporary, friendly and surprising and allow quick and easy choice of the right product for the right job. It had to confidently connect with a younger audience while remaining true to its current loyal customer base.

Our approach was to bring more emotional appeal, communicating the brand essence of making 1001 the magic number for carpets. At the same time we made it easier to choose with better range navigation and more accurate product descriptors. We kept the core brand equities of blue and yellow, but injected a contemporary edge in typography and imagery, giving a new lease of life to a household standard.