Swash

Stop doing laundry?

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.

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