In the highly competitive detergent aisle, Woolworths sought a way to stand out and redefine its position with a premium, innovative image. Recognizing that traditional label design wasn’t enough, Woolworths partnered with Rocketfuel to develop a revolutionary bottle shape that would elevate its brand, capture consumer attention, and lead the category in innovation.

The Challenge

Surrounded by well-established competitors, Woolworths needed to create a product that would not only look premium but also signal advanced formulation and exceptional value—all in a single glance.

Rocketfuel’s Approach

To achieve this, Rocketfuel combined product and graphic design expertise to craft a distinct, recognizable shape that would redefine Woolworths’ presence on the shelf. Moving beyond the label, we introduced a category-first bottle that communicates quality and stands out for its form and functionality.

• Category-Defining Shape: The new bottle shape is both visually iconic and premium, setting Woolworths apart from competitors in a crowded category.
• Enhanced User Experience: A smart dispenser and ergonomic design make it easier for consumers to handle, even when wet—a simple yet effective improvement that enhances loyalty.
• Corporate Identity Beyond the Label: By turning Woolworths’ identity into a 3D shape, the bottle has become a brand asset that shoppers recognize and trust, reinforcing brand loyalty and setting a new standard for design in the category.