KIILTO LAUNDRY
Growth of a Finnish FMCG brand into a new product category
In 2023, Kiilto’s renewed brand strategy had already successfully expanded into dishwashing products, and the next step was to take on an entirely new Kiilto Laundry category. A clearly defined communication and visual hierarchy, combined with a forward-looking brand strategy, provided a strong foundation to bring the brand’s “authentic home” values vividly to life in the world of laundry care.
Through extensive collaboration, we created the new product line’s packaging design, unified communication guidelines, an impactful advertising concept, and TV commercials that quickly won the hearts of Finnish households — further strengthening Kiilto’s position as a domestic leader in home cleaning and laundry care.
WHAT WE DID
• Brand strategy extension
• Brand communications
• Visual identity
• Packaging design
• Advertising concept
• Nationwide TV commercial production
• In-store POS concepts
A coherent launch across all channels, driven by an emotive brand story
With a new advertising concept, Kiilto’s “authentic home” atmosphere found a natural continuation in laundry days, placing you at the heart of the Kiilto Laundry brand story.
"Dare to pause for a moment with yourself."
At the core of Kiilto Laundry’s emotional storytelling are insights about the meaningful moments that everyday chores can offer. Instead of dreaming about escaping the here-and-now and its routines, presence and pausing in these ordinary moments can create natural transitions from external demands into the space of your own thoughts.
Concept & production: Souru x Werk
Producer: Ilona Oksanen
AD: Johanna Souru
Director: Christian Wenger
DoP: Matti Immonen
Composer & sound design: Viljami Mehto
Lighting design: Santeri Siirtonen
Set-design & styling: Minna Lilja
Hair & Make-up: Anu Levy
Animation: Elias Nurmi
Photographer: David O’Weger
