OMO VIBES

Wash and play

BUSINESS NEEDS

INDUSTRY

SERVICES

YEAR

2024

How can music transform laundry chores into a fun, sensory experience? That’s the question CBA B+G asked itself when creating a laundry detergent with fragrances and packaging inspired by musical genres and illustrated by Bruno Miranda.

This project won 2nd place in the “Household Maintenance and Home Improvement” category at the Dieline Awards 2024. 

/ BACKGROUND

With the aim of attracting those who are just starting to wash their own clothes, OMO, the leading brand in the segment, has developed OMO Vibes, a line of soap inspired by musical genres. In collaboration with Spotify, the new edition of the product uses entertainment to bring the brand closer to young people, launching products with different fragrances and packaging to represent different musical styles.

omo 2
/ TRUE VISION

Seeking to break the idea that washing clothes is a monotonous task and turn this moment into a fun and sensory ritual, five variants were created inspired by different musical genres: pop, electro, pagode, sertanejo and funk.

cba latam omovibes single 12 2400x1600
/ CREATIVE EXPRESSION

The CBA B+G team was responsible for creating the entire design concept, which explores the visual universes of each musical genre and the moment of washing clothes, inviting the consumer into this multi-sensory experience. 

The color palette was inspired by the vibrant colors of liquids, and the personas represented seek to reinforce a democratic and diverse universe, in addition to connecting with each musical style.

cba latam omovibes single 11 2400x1600

Through a curation of artists with a style and personality that connects with the target, illustrator Bruno Miranda was selected to develop the illustrations that brought the concept to life. In his work, we can see influences from urban art and his connection with music, which, according to him, “is a channel for transmitting emotions and telling stories”. The packaging artwork was merged with the illustrations, so that the result is a visual composition that overflows from the label, evoking the movement and “vibe” of each musical style.

cba latam omovibes single 14 2400x1600
cba latam omovibes single 15 2400x1600

Through a curation of artists with a style and personality that connects with the target, illustrator Bruno Miranda was selected to develop the illustrations that brought the concept to life. In his work, we can see influences from urban art and his connection with music, which, according to him, “is a channel for transmitting emotions and telling stories”. The packaging artwork was merged with the illustrations, so that the result is a visual composition that overflows from the label, evoking the movement and “vibe” of each musical style.

cba latam omovibes single 15 2400x1600
cba latam omovibes stills horiz pop 2400x1600
cba latam omovibes stills horiz eletro 2400x1600 1
cba latam omovibes stills horiz pagode 2400x1600
cba latam omovibes stills horiz funk 2400x1600

Digital environment

In addition to the concept, materialized in key visuals and used to develop the entire campaign, CBA B+G also developed the packaging and hero images created for the digital environment, since this product line is a 100% digital launch for the brand, sold exclusively on Amazon e-commerce. As Fernanda Varnum, the project’s creative director, explains, “coming up with a concept that would be viable and complementary on both online and offline platforms was a major challenge for the whole team”. 

The result is pure vibrancy.

You too, seize the opportunity to level up your packaging.

You too, seize the opportunity to level up your packaging.

Share

the

work