Skipper

Skipping into retail

Skipper was preparing to launch Australia’s first locally made dishwasher tablets into major retail. It was felt that their existing D2C packaging aesthetic may not deliver sufficient standout in the highly competitive FMCG category, which is dominated by bold logos, bright colours, and science-led claims.

Overview

We began by gathering insights into the brand, its competitors, and its customers to inform the creative direction. While Skipper’s name, vision, and product attributes had strong potential, the challenge was to build a recognisable, memorable brand presence in a highly competitive retail environment where awareness was low.

Our approach focused on evolving the existing brand assets to create clear differentiation on shelf. Although positioned as an eco product, Skipper needed to compete directly with mainstream brands. Colour became a key semiotic device, allowing the brand to align with category cues while achieving standout that was not possible with the existing brand assets.

To further differentiate, a unique pack format was introduced alongside a clear claims hierarchy, refined tone of voice, and messaging designed to both align with and disrupt category norms.

Initial research and buy-in from major retailers suggests exciting growth for Skipper – a win for both consumers and the environment.