Not completely. Swash, sort of the anti-wash brand,  launched nationally in 2008 using new technologies to refresh your clothing without a washing machine – saving time, energy, and gallons of water. P&G came to us with Swash in its initial conceptual stage, as a Clay Street Project, a new product initiative aimed at a particularly difficult audience to captivate: Gen Y.

How do you create cleanliness as an attitude?

The brand needed something fresh. Hip, but approachable. Straight-forward with some depth. So, we developed Swash as an experience of being in the moment, and a relationship between persona and clothing:

• Casting and directing the photography to blend fluid but relaxed body language to communicate the casual internality of the experience.
• Developing the signature waves in 3D and painting them into illustrations of freshness, mood, attitude, and the vibes that weave together the story using clothing as the bridge.
• Juxtaposing cool silvers versus warm oranges for a crisp, smart presence to be hip, sophisticated, and speak confidently for the packaging.

Our approach was to redesign the Bold brand to appeal to the target market through emotional and contextual imagery, graphic patterns, approachable
& friendly typography, appealing color palette, and iconizing the “B” of Bold in the shape of a heart.

Our process started with concept design moodboards.  The direction selected was “Love is Written with B”

Process – typography exploration

Process – package exploration

Creable’s goal was to explore the design potential and apply it to various brand initiatives to prove its feasibility. The approach looked to dress up the
underlaying structures with organic and innovative forms and materials that still resonated with the brands, while leveraging the structural flexibility
of  DMAX.  Creable designed all soft points while working closely with Umiplast who designed and created the internal hard points.

Basic Display :

Large Self Standing Display :

Endcap :

Process :

CSP sought to create a promotional piece that showcased their services, while providing a memorable takeaway that captured their unique philosophy and approach.

Our concept was to communicate their philosophy that “Genius lies inside of everyone and it only needs to be revealed”. To do this, we took their corporate mark,
a circle, and utilized it as the driving element of the foldout. A single diecut turns into two, then four, and finally 8, as each fold is revealed. The final open poster
showcases a beautiful flower comprised of individual circles to which the diecuts are integrated within, symbolizing the genius of one revealed.

Creable was brought on board to create the brand look, tone and feel, and many of its applications to build a creative and sexy experience not only for sensual delight but also, joy of the mind. The symbol of Lujuria was created to incite the viewer by being sexy, suggestive, sensual, mysterious and most importantly, sophisticated.

Creable was brought on board to rejuvenate their brand, which hadn’t change in twenty years. The concept is the idea of what a celebration cake represents. A celebration cake brings family and friends together, with the sole purpose of celebrating their special day. The logo represents this shared experience that is given to each person with a slice of Terely.

Creable Films