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Fairy

2024

Fairy is one of the most familiar washing-up liquid brands in the UK, yet its visual language and brand narrative have not kept pace with changing consumer perceptions.

Through consumer insight and market research, the project identified several key issues. Ingredient information is presented in a limited way, environmental concerns are underrepresented, and the brand continues to rely on a visual narrative that assumes women as the default for domestic labour.





The project repositions the brand’s visual system, from logo proportions and colour palette to typography and layout. Outputs include an updated packaging system, revised advertising visuals, and social media templates, shifting the brand from a purely functional product image towards a more contemporary and environmentally aware expression.





My Role This was a collaborative project. I was responsible for 3D packaging modelling and structural development, as well as market research. I also contributed to visual guidelines and packaging layout testing, ensuring consistency between structural innovation and visual execution.