There may be a bit of truth to the stereotype that many men are clueless when it comes to cleaning, and the goal of Cleanjet branding is to encourage guys to take on personal hygiene at the very least. This concept packaging product was undertaken by a group of Russian students as a means to single out a relatively weak laundry-doing demographic.
To establish a hyper-masculine aesthetic, Pavla Chuykina, Natalia Kuchumova, Ann Moiseenko and Lubov Maslennikova made the boxes black. Two product sizes contain 50 single-serving sachets that each suffice to wash one load of dirty clothes. No measuring powdered soap is required. Cleanjet branding particularly targets the executive who frequently travels on business trips. The travel-sized pockets of detergent can be carried in a little briefcase or airline ticket envelopes.
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