tdg Brand Magnetism®, the strategic design consultancy, part of The Design Group of companies, has designed the packaging for an exciting new product which will be launched under the Brasso brand.

Brasso is a brand of metal polish originally launched in 1905. It is owned by Reckitt Benckiser and is currently available in over 30 countries worldwide. Brasso Gadget Care is the iconic brand’s first piece of NPD in over 100 years, and is a direct response to an emerging consumer need for products that can be used to clean “gadgets”, including mobile phones, MP3 players and consoles.

tdg Brand Magnetism® was challenged with developing a modern look and feel for Brasso, to connect with ‘technology-savvy’ consumers. The resulting design solution includes a contemporary sub-brand — developed to sit alongside established brand equities, and sees the creation of ’App’ style product icons to clearly communicate product usage.

“The Gadget Care packaging introduces a new generation of consumers to Brasso, without compromising any of the brand’s strong heritage. The iconic brand marque which has defined Brasso products for generations has been evolved to appeal to a 21st century audience and retains a strong presence on-pack. The visual equities created for the design were inspired by an understanding of the subconscious emotional triggers driving consumer behaviour in this category. These insights helped inform the choice of colour, shape, print finish and iconography for the packaging,” says tdg Brand Magnetism® Creative Director, Grant Marshall.

Brasso Gadget Care will be launched in a blister pack, which includes a 50ml bottle along with a micro-fibre cleaning cloth. Product will initially appear on shelves in the UK from early October.