BrandTailors signs the rebranding solution for Igienol, the first “friendly” chlorine-free disinfectant brand


BrandTailors – strategic brand consulting and design firm – finalized the development of the rebranding program for Igienol – Interstar Chim’s chlorine-free disinfectant brand. BrandTailors is the signatory of Igienol’s rebranding solution by means of a design strategy intended to reposition the brand within the competitive landscape of the chlorine-free cleaning products’ sub-segment.

Inspired by the children-addressed cosmetics product category, Igienol’s new visual identity and package design are reflective of the brand’s unique personality, approaching, in an optimistic and positive manner, the consumer’s need for friendly disinfection.

Igienol is a manifesto for the children’s freedom to explore and discover, in a welcoming home, encouraged and supported by mothers without any fears associated to germs and bacteria. The visual identity and package design are contributive to the repositioning of Igienol as the “disinfectant you can touch”, drawing attention on the product’s intrinsic values and functional benefits so as to offer the consumer the calm perspective on disinfection and efficiency that’s unprecedented in the Romanian market’s disinfectants sub-segment.

Andreea Florea

Brand Strategy Coordinator

The textile appearance package design is based on an original pattern created from toy shapes in order to highlight the brand addressability and to support the expression of its child-friendly personality. Together with the logotype and the symbols’ change of color from one product to the other, the brand gains neat differentiation and shelf stand-out within the competitive landscape.

The BrandTailors team members who have contributed to the development of this project are: Andreea Florea – brand audit and brand strategy, Melania Moisi and Ovidiu Pop – logo design, Melania Moisi – package design, Alina Cranga and Cristina Ionescu – project management, Mihai Parpalea – preproduction processing.

BrandTailors worked along the time with companies such as The Coca-Cola Company, GlaxoSmithKline, Intersnak, Pepsico, Lactalis, Tetra Pak, Albalact, Caroli Foods, Kandia, Azuga Waters, Titan, Ţiriac Holdings, Intact Media Group, Smartree or Petrom, revitalized Kandia, Magura, ROM, Silvana, Zuzu, Fulga, Raraul, Laptic LaDorna, Perla Covasnei, Eurovita, Peak, Antena 1, UTV, Europa FM, Radio 21, BCR Open Romania, Class Living or Ambasador or created ground breaking brands: Azuga Apa de Izvor, HapiHap, Grania, Generis, Kand’Or, Vibe FM, Naturlich or Yammix.