Making a clear offer

Sun is the European leader of the highly competitive machine dishwashing category. Our relationship with the brand extends uninterrupted for 15 years. To maintain its position it wanted to ally the effectiveness (cleanliness and shine) of its product with the notion of care: its phosphate-free, environmentally- friendly formula. This was an ambitious goal: surveys show that consumers struggle to believe that a product can be both efficient and kind to its environment. Dragon Rouge took on the challenge of designing a new visual identity and packaging.

A three-dimensional claim

The Dragon Rouge solution unified the two concepts in one, with a clean and pure logotype in crystal and in 3-D, with this itself reflecting a “natural” sunshine. This literally gives depth to the claim, lending the purity a permanent, solid feel. It was also designed to give the brand a more high-tech positioning. We also added a highly persuasive colour code, with the benefits clearly laid out. Overall the packaging range was simplified, with every product linked to benefits, while a simpler graphic design enhanced visibility and impact giving consumers clutter-free access to the important messages.

Launched in over 20 countries

Keeping Sun ahead of the field through communicating its powers of innovation has been an ongoing part of our work with the brand over the last few years... in 2006 it was the launch of the Sun Extra-Power range to bolster Sun’s “performance” perception; in 2007 it was the launch of Sun Magic-Brilliance establishing the brand’s leadership for “deep-cleanness”; in 2008 it was focus on commitment to sustainable development with the launch of Sun Green Power. It is a tough sector where one can never stay still. In our time together we have launched this brand in over 20 countries. Sun remains the European leader.