POPSOP presents the result of joint work with the company Faberlic to create a brand of environmentally friendly bio-detergents for Home Gnome Greenly laundry. The agency developed the naming and design based on the positioning created by Faberlic.

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The design concept and brand name Greenly (which means ecological, green) embody the idea of naturalness and care for health. The Home Gnome Greenly laundry products are made in the Netherlands. The partner of Faberlic, the manufacturer of washing powders, SENZORA BV, has a quality certificate from the Royal Court of the Netherlands. Innovative bio-ingredients, the rejection of artificial flavors, saving natural resources due to recyclable packaging made from recycled materials - these characteristics allow positioning the novelty in the trendy eco-bio segment and distancing from the category of scented laundry products.

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The agency team proposed a Dutch gnome as the brand's visual image. This rag doll is a character that traditionally acts as a symbol of home comfort, well-being, and prosperity. Its clothes and attributes are different on each product and correspond to its purpose: for example, on the product for washing white fabrics, the Greenly gnome is dressed in light clothes, and for colored fabrics, the gnome is wearing a bright jacket and cap.