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Fab

With a legacy fast approaching 100 years America’s first branded laundry detergent, Fab deserved a design identity worthy of its legendary status.

Putting revitalisation at the heart of the brand, a retro colour palette and abstract circular graphics increase Fab’s brand equities and mirror the efficacious movement of bubbles in the cleaning process. Bright and optimistic, the packaging design informs consumers that Fab will keep their clothing as bright as the day it was bought. 

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