VIM PROCLEAN - Tackling category blindness to launch a premium offering

When you dominate a category, consumers tend to buy on autopilot and often miss the innovation. To help Vim launch its new premium range, we designed a deliberate visual break on the shelf.

We created a powerful DBA inspired by active cleaning to hold key product benefits, shifting the logo placement to slice through visual clutter. By pairing this with refined, personal care-inspired ingredient imagery, we gave Proclean a distinct, sensory-rich identity that demands attention on shelf.