Fourninety Ltd have joined forces with FMCG giant Unilever to optimise the Dirt is Good brand identity across the Unilever laundry range.

Working together to reaffirm the Dirt is Good brand by increasing its focus and making it more consistent across universal laundry brands such as Persil, Skip and Omo,  Fourninety project managed the re-engineering of the packaging design to fit across Powder, Tablet and Dilutes working on cartons, bags, flows and labels. The re-designs will appear in over 12 countries. In the UK, the Dirt is Good optimisation on Persil packaging marks part of the £8m re-launch of the brand which was announced last month.

Unilever’s Dirt is Good communication campaign was first launched in 2005 and aims to offer children the freedom to grow and develop without the worry of getting dirty.

Unilever’s move to simplify and place emphasis on the Dirt is Good slogan globally echoes the 2005 move to roll out a unified corporate identity via Unilever logos appearing universally on packaging and in advertising campaigns.

The Dirt is Good optimisation project is the result of a growing partnership between Unilever and Fourninety. Unilever is one of the world’s leading suppliers of fast-moving consumer goods. Operating in 170 countries, they employ over 163,000 people.