Packaging
& Campaign
From concept to shelves designing Algeria’s local high-end detergent system.
Premium,Powerful | Type : Detergant | Agency: RED M
My role focused on defining the art style and visual system of the launch, translating performance and innovation into a refined, premium design language while maintaining strong local credibility.
CHALLENGE
The local detergent market is highly competitive and visually saturated, dominated by functional messaging and aggressive color codes. Brilex’s challenge was to break away from this landscape by introducing a product that feels premium, powerful, and trustworthy, without alienating its existing audience.
The goal was not only to design an attractive package, but to build a visual identity capable of standing out on crowded shelves, scaling across nationwide campaigns, and positioning Brilex as Algeria’s first local high-end detergent brand.
STRATEGY
Designed to clearly stand out within a crowded and visually saturated detergent market, breaking away from common category codes.
Positioned as Brilex’s flagship product, setting the visual and qualitative benchmark for the entire brand range.
Built to be instantly recognizable and memorable on shelf, ensuring strong differentiation from competing brands.
Crafted to reflect a premium feel through refined colors, metallic accents, and confident visual hierarchy.
Communicates performance, innovation, and quality at first glance, reinforcing trust and high-end perception.
CONCEPT
Each variant, Golden, Silver, and Colorful Touch : represents a unique promise of quality and protection. The design language mixes elegance and performance, using metallic cues, fluid shapes, and bold contrasts to reflect technology and refinement.
This modular approach ensured visual consistency across the range while allowing each product to stand out individually on the shelf.
DESIGN SYSTEM
Color plays a key role in identifying the product range, allowing each variant to be instantly recognizable while remaining part of the same visual system.
The flowing golden fabric element reinforces the premium positioning and acts as a strong visual signature aligned with the product’s identity.
The dotted, reflective bump texture is inspired by micro-capsule technology, visually translating performance, efficiency, and advanced formulation.
Fluid shapes, inspired by motion and cleaning action, enhance the overall sense of power and effectiveness.
FROM A CONCEPT TO THE SHELVES
CAMPAIGN ROLLOUT
Scale & Impact
For the launch of Brilex Gel Machine X10 Protect, I worked om the art style and design of the nationwide campaign featuring the iconic comedian Marouane Guerouabi, bringing authenticity to a premium detergent brand. The goal was to position Brilex as Algeria’s first local high-end cleaning product, combining innovation with national pride
PLATFORMS
The packaging design was extended into a nationwide communication campaign, including urban billboards, tramway wraps, and retail displays. Each execution followed the same visual language to reinforce recognition and brand recall across multiple touchpoints.
This large-scale rollout allowed the product to move beyond packaging and become a visible brand statement in public space, strengthening Brilex’s presence and positioning within the market.
+8 m
people REACH nationwide
+70
Billboards
23%
increase in brand visibility
