Compact detergent package, project Asahi
The project was titled Asahi, drawing inspiration from the disruptive ‘Super Dry Nama Jokki-can‘ launched in 2021. Just as that packaging innovation revolutionized the consumer experience by replicating the sensation of a fresh draft beer through clever structural design, Project Asahi seeks to deliver a similarly premium and ‘fresh’ sensory experience within its own category.
Maximizing minimization
Decode the basic
Deconstructing the Form: This visualizes the process of expanding the primary communication surface. The bottle’s geometry was specifically refined to allow for the efficient, distortion-free application of packaging artwork, preserving a strong and clear presence on the shelf.
The ‘Kick-back’ feature was conceived as a dual-purpose solution for both volume optimization and user delight. By deconstructing the bottle’s base to ‘kick’ the liquid level upward, we achieved a more compact footprint and a flexible platform for the volume variations. This structural shift allowed us to engineer an exceptional gripping interface directly into the bottle silhouette.
By bridging the gap between technical efficiency and the ‘irresistible pleasure’ seen in high-end beverage packaging like the Asahi Nama Jokki-can, we transformed a functional necessity into a highly appreciated ergonomic highlight.
Launched: Feb, 2026
Brand/Market: Febreze, Japan
Appendix
A foundational design language study was conducted to establish a roadmap for Ariel’s transition into this new product format. Given the team’s concerns regarding brand attribution, the study focused on identifying ‘signature’ Ariel elements that could be translated into a modern, compact silhouette. This allowed us to innovate the packaging architecture while maintaining high levels of instant brand recognition.
