Value proposition
Powerful clean, tiny footprint, no spills, no plastic jugs, just effective sheets that travel and store easily.

Audience & personality
Busy households, apartment dwellers, travelers, and eco-minded shoppers. Personality: clean, modern, trustworthy, and practical.

Creative direction
Create a cohesive packaging system that reads instantly on shelf and online across rigid cartons (primary) and refill pouches (secondary). The look should be minimal and calm, anchored by one clear visual device that scales across variants (Unscented, Fresh Linen, Mountain Air) while keeping the master brand unmistakable.

Brand constraints (must-haves)

• Brand name “DriftLeaf.”
• Prominent product name (“Laundry Detergent Sheets”) and count (e.g., 60 sheets) with net quantity statement (count + weight).
• Clear variant label with distinct visual cue per SKU.
• Front callouts zone (e.g., concentrated, dissolves in cold, plastic-free packaging).
• Back-of-pack: directions, usage chart (HE/standard, load size), ingredients, caution/safety statements (keep out of reach of children; eye/skin first-aid guidance), storage note, manufacturer/distributor info, barcode, lot/expiry area, and recycling/How2Recycle marks.
• System must work on paperboard cartons and recyclable mono-PE refill pouches; moisture resistance required.

Deliverables & specs

Item	Details
Formats	Paperboard carton (30/60/120 sheets) with dust flaps; mono-PE refill pouches (30/60) with zipper
Dielines	Carton dielines with glue flaps, tuck sequence, 3 mm bleed; pouch dielines with zipper, gusset, tear notch, 3 mm bleed
Print files	CMYK + optional spot; vector PDF/X-1a and layered source files
Variants	3 core SKUs + 1 limited scent; consistent system with unmistakable variant cues
Barcodes	UPC/EAN on all packs; quiet zones maintained
Regulatory	Ingredients, caution/safety text per region (e.g., CLP/GHS where applicable), distributor info, recycling/deposit marks
Digital	E-commerce hero (front/angled), PDP detail set (back-of-pack, usage chart), lifestyle thumbnails
Mockups	Shelf set, laundry shelf/cabinet, hand-held pack, and 3D spin per SKU

Production notes (cartons & pouches)

• Cartons: FSC paperboard; specify moisture-resistant AQ/UV coating; board caliper to prevent warping in humid rooms. Avoid micro text < 6 pt and strokes < 0.4 pt. Reserve unobstructed area for lot/expiry inkjet.
• Pouches: Recyclable mono-PE with moisture/oxygen barrier; matte or soft-touch optional. Keep live text ≥3 mm from zipper, seals, and notches. No die-cut windows.
• Ink & traps: Avoid heavy gradients that can band on film; plan trapping for large solids; ensure barcode contrast on all substrates.
• Operations: Include tamper-evident heat seal on pouches; carton tear tape optional for easy open. Provide QR space for dosing tips and stain guide.

Do / don’t

• Do prioritize instant brand read, clear hierarchy, and variant differentiation.
• Do test legibility in low, warm/cool lighting and under glossy film glare.
• Don’t overload the front with claims, limit to one primary and two secondary callouts.
• Don’t rely on photo textures or intricate patterns that reduce clarity at small sizes.

Success criteria
Recognizable from 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 paperboard and mono-PE without rework.

Tone of voice
Clear, reassuring, and practical, results-first with an understated sustainability message.