Robijn needed to re-connect with consumers and compel major retailer Albert Heijn to devote a metre of additional space to the brand.
With fierce competition forming in Holland’s detergent market, Robijn started to suffer as the long-established market leader. We created ‘The Robijn Collection’ – a celebration of fashion to resonate with consumers who shared the belief that clothes should be valued as an investment.
In reflecting the brand’s core purpose – ‘Because what is beautiful, should remain beautiful,’ we partnered with leading Dutch fashion designer May-Britt Moback, to create striking designs, each based on key fashion prediction.
The range achieved more than metre’s worth of shelf space across everyone one of Albert Heijn’s stores.
The Robijn Collection was voted as the most effective product innovation in Laundry of 2016 and was also awarded highly commended for best use of packaging design in the 2018 Transform Awards Europe.