Value proposition
Clean hands, lighter footprint, skin-kind formulas with packaging that keeps the loop going.

Audience & personality
Households and offices that value design, hygiene, and sustainability. Personality: calm, trustworthy, modern, and practical.

Creative direction
Create a cohesive packaging system across pump bottles (primary), refill pouches (secondary), and a counter caddy that reads instantly on shelf and online. The look should be minimal and premium, driven by one strong visual device that scales across scents while keeping the master brand dominant.

Brand colours

Swatch	Name	HEX	Use
▉	Ink charcoal	#1F2428	Wordmark, headlines
▉	Eucalyptus	#5FAE94	Core accent, Unscented/Herbal variant
▉	Citrus peel	#D89A2D	Citrus variant accent, small badges
▉	Lavender gray	#8C8FA6	Lavender variant accent, dividers
▉	Porcelain	#F4F5F2	Background panels, negative space

Maintain AA contrast on Porcelain panels. Use one accent hue per scent for instant recognition. Avoid neon tones that shift under bathroom lighting.

Brand constraints (must-haves)

• Brand name “PureLoop Hand Wash.”
• Clear variant naming (Unscented, Citrus Basil, Lavender Bergamot, Cedar Mint) and net contents (fl oz / mL).
• Front callouts zone (e.g., sulfate-free, with glycerin & aloe, dermatologist tested).
• Back/side: INCI ingredient list, directions, warnings (for external use only; avoid contact with eyes; keep out of reach of children), allergen disclosure per region, manufacturer/distributor info, barcode, lot/expiry or PAO symbol (e.g., 12M), country of origin, and recycling marks.
• Claims must be supportable (e.g., vegan, cruelty-free, microplastic-free).
• System must work on 30–50% PCR PET bottles with pumps and mono-PE refill pouches; tamper-evident band or seal required.

Deliverables & specs

Item	Details
Formats	Pump bottle 12 fl oz (354 mL); refill pouch 32 fl oz (946 mL); EU pump 500 mL; countertop 3-pack caddy
Dielines	Bottle wrap label (front/back or full wrap) with 3 mm bleed; pouch with zipper/tear notch & gusset; caddy tray with glue flaps
Print files	CMYK + up to 1 spot (accent); vector PDF/X-1a + layered source files
Variants	4 core scents + 1 seasonal; consistent system with clear scent cues
Barcodes	UPC/EAN on primaries and refills; master carton barcode
Regulatory	INCI, warnings, allergen statements (EU/UK 26 allergens where applicable), PAO, company info
Digital	E-commerce hero (front/angled), PDP detail set (back panel close-ups), lifestyle thumbnails
Mockups	Sinkside scene, hand-held pump, refill pour, shelf/caddy set, and 3D spin per SKU

Production notes (bottles, labels & pouches)

• Bottles: PCR PET with standard neck; colorless bottle preferred for formula visibility. Keep critical text ≥4 mm from shoulder curvature and base radius. Use universal pump color for brand cohesion.
• Labels: Moisture/soap-resistant film (PP/PET) with wet-strength adhesive; matte varnish for glare control. Minimum live text 5 pt; no strokes <0.4 pt. Reserve space for tamper band and lot/expiry inkjet.
• Pouches: Recyclable mono-PE with high barrier; matte or soft-touch optional. Keep live text ≥3 mm from zipper, seals, and notch.
• Sustainability: Indicate PCR % on bottle; include How2Recycle (or regional equivalent).
• Compliance: IFRA-aligned fragrance usage; CLP/EU cosmetic labeling where applicable.

Do / don’t

• Do make scent recognition instant via a single accent color and concise descriptor.
• Do test legibility on wet, curved surfaces and at thumbnail size.
• Don’t crowd the principal panel—limit to one primary and two secondary callouts.
• Don’t rely on photo textures or heavy gradients that can scuff or band.

Success criteria
Recognizable at 2–3 meters and compelling online; unmistakable scent cues; compliant cosmetic labeling with scannable barcodes; clean print across PCR bottles, pouches, and caddies without rework.

Tone of voice
Calm, clear, and caring, hygiene-smart without jargon; sustainable without grandstanding.