This is one of my very early pack designs in Estonia yet is still a favourite. Designed in 1997 it closely follows the basic formula of the original Bembi pack. The original was so harsh it looked more like some Andy Warhol oven cleaning product – but the redesign really softened this, adding bubbles and changing the red to a pink while softening the blue to a more child friendly colour. These colours also suggested washing both at hot and cold temperatures, whites or colours.
The previous typography of the brand name was retained for continuity but the B letter was morphed into a butterfly shape to suggest a delicate, friendly product. Batlic and Russian languages on the sides.