Value proposition
Sparkling dishes with less waste, powerful clean, planet-smarter packaging, and clear, simple use.

Audience & personality
Busy households and eco-minded shoppers who want results without trade-offs. Personality: clean, trustworthy, modern, and practical.

Creative direction
Create a cohesive flexible-packaging system for moisture-sensitive tablets that reads instantly on shelf and in thumbnails. The design should feel crisp and minimal, driven by one bold graphic device that scales across sizes and fragrances while keeping the master brand unmistakable.

Brand constraints (must-haves)

• Brand name “BrightRinse.”
• Prominent product name (Dishwasher Tabs) and tab count.
• Clear variant label (Unscented, Citrus Zest, Fresh Meadow) with a distinct visual differentiator per SKU.
• Front-of-pack callouts zone (phosphate-free, film-free, cold-cycle effective).
• Regulatory + safety: ingredients panel, appropriate hazard/precautionary statements where required (CLP/GHS), child safety icon, recycling/How2Recycle marks, barcode, lot/best-by area.
• System must work on recyclable mono-material PE pouches and paperboard refill cartons; no clear windows (protect from moisture/light).

Deliverables & specs

Item	Details
Pack formats	Stand-up pouches: 30-tab (S), 50-tab (M), 90-tab (L) with zipper; paperboard refill carton (30-tab)
Dielines	Print-ready pouch (zipper + gusset + tear notch + 3 mm bleed); carton dielines with glue flaps and 3 mm bleed
Print files	CMYK + optional spot color; vector PDF/X-1a + layered source files
Variants	3 core SKUs + 1 limited fragrance; consistent system with clear variant cues
Barcodes	UPC/EAN on all packs; quiet zones maintained
Regulatory	Ingredients, CLP/GHS statements where applicable, distributor info, recycling/deposit marks
Digital	E-commerce hero (front/angled), PDP detail set (back-of-pack, zipper close-up), and social thumbnails
Mockups	Pantry shelf, under-sink storage, hand-held pouch, and 3D spin for each SKU

Production notes (flexible film & cartons)

• Pouches: Specify recyclable mono-PE film with high moisture/oxygen barrier; matte or soft-touch optional. Include tamper-evident heat seal above zipper; avoid die-cut windows. Keep critical text ≥3 mm from seams, zipper, and notch.
• Cartons: FSC paperboard; specify AQ/UV coating and board caliper suitable for moist environments. Maintain barcode contrast.
• Ink & traps: Avoid heavy gradients that may band on film; no strokes <0.4 pt; minimum live text size 5 pt on pouches, 6 pt on cartons.
• Operations: Reserve unobstructed area for lot/best-by stamping and QR code (directions & disposal tips).

Do / don’t

• Do prioritize instant brand read, clear variant differentiation, and simple hierarchy.
• Do test legibility under warm/cool kitchen lighting and on glossy film glare.
• Don’t overload the front with claims, limit to one primary and two secondary callouts.
• Don’t use clear windows or fine-line textures that compromise barrier or readability.

Success criteria

• Recognizable at 2–3 meters on shelf and compelling at thumbnail size.
• Consistent master brand with unmistakable variant cues.
• Flawless regulatory placement and scannable barcodes.
• Prints cleanly across mono-PE pouches and paperboard without rework.

Tone of voice
Straightforward, reassuring, and credible, results-first, eco-second, without greenwashing.