Challenge
Bref faced the challenge of modernizing its well-known cleaner range without losing its recognizable brand identity.
The goal was to communicate performance more clearly and strengthen shelf presence.
Consumer testing revealed that existing design elements should be retained, while clarity and appeal needed improvement.
baries design therefore focused on an evolutionary approach — maintaining brand equity while increasing distinctiveness.
Approach
Der Lösungsansatz von baries design basierte auf einer behutsamen, iterativen Weiterentwicklung des bestehenden Packaging Designs.
baries design adopted an iterative strategy, refining the existing design architecture in close collaboration with the Bref team.
The visual focus shifted toward product performance and usage context — kitchen hobs, shower heads, sinks — depicted more prominently.
Performance messaging was strengthened, especially through the clear communication of the “instant power formula – no waiting time” at the bottle neck.
Key color codes and familiar visual elements were preserved, while stronger highlights and a bolder layout enhanced impact and readability.
The result: a contemporary evolution that makes Bref’s promise of efficiency more tangible.
Process
The iterative design process involved several stages of wording, design architecture, and concept routes.
baries design analyzed the competitive landscape and shelf situation to determine how Bref could stand out while remaining familiar.
By retaining the core visual DNA but emphasizing benefits and legibility, the final design achieved a balance between recognition and renewal.
Result
The updated Bref design strengthens brand identity and ensures clearer differentiation in-store.
Performance claims are now more prominent, the design more striking and tactile, while consumer trust in Bref’s efficacy continues to grow.
Through this careful modernization, Bref remains recognizable yet visibly up to date.