Aiming to appeal to Generation Z and all those who are starting to do their own laundry, OMO, a leading brand in the segment in Brazil, has developed OMO Vibes, a line of soap inspired by musical genres. In partnership with Spotify, the new limited edition product uses entertainment to bring the brand closer to young people. Seeking to break the idea that washing clothes is a monotonous task and turn this moment into a fun and sensory ritual, five variants inspired by different musical genres were created: pop, electro, pagode, sertanejo and funk. All shoppers have the opportunity to enter a contest to win a Spotify subscription, among other prizes.
Our team was in charge of creating the entire design concept, which explores the visual universes of each musical genre and the moment of doing laundry, inviting the consumer to this multi-sensory experience. The color palette is inspired by the vibrant colors of liquids, and the characters represented seek to reinforce a democratic and diverse universe, in addition to connecting with each musical style.
Illustrator Bruno Miranda was selected to develop the illustrations that brought the concept to life. His work shows influences from urban art and his connection with music, which, according to him, “is a channel for transmitting emotions and telling stories”. The art of the packaging was merged with the illustrations, so that the result is a visual composition that overflows the label, evoking the movement and “vibe” of each musical style.
In addition to the packaging concept, materialized in key visuals and used to develop the entire campaign, the hero images and animations were also developed for the digital environment, since this product line is a 100% digital launch for the brand, sold exclusively on Amazon e-commerce. As the creative director of the project explains, “coming up with a concept that was viable and complementary on both online and offline platforms was a great challenge for the whole team.” The result is pure vitality.
