Client: Ajax Boost (Colgate-Palmolive) | Category: FMCG, Home Care, Multipurpose Floor & Surface Cleaner | Variants: Baking Soda + Lemon, Charcoal + Lime | Claim: Disinfectant, Kills 99.9% Bacteria & Viruses | Format: 3L Handled Bottle | Market: Malaysia | Agency: Laugh Contagious Communications, Kuala Lumpur
Ajax Boost's entire proposition is a pairing: two named ingredients working together, one doing the deep lifting and one bringing the fresh. But a cleaning formula is invisible, pour it out and it's just coloured liquid, so the pack has to make the ingredient story legible before the shopper reads a word. The solution is structural and unmissable: the label splits vertically down the middle, giving each ingredient its own half and its own world. Baking soda sits on a clean blue field, lemon on a bright citrus-yellow one; charcoal on a deep black field, lime on a vivid green. Each half is rendered as a hero, with powder blooming and fruit mid-splash, so the shopper sees two things in one bottle, understands the pairing instantly, and gets the "boosted" benefit without a single line of explanation. It's ingredient storytelling doing the work a paragraph never could.
The Boost range — split labels making each ingredient pairing readable in a glance, with the Ajax masterbrand holding it all together.
The rest is built to protect equity and close the sale. The bold red Ajax masterbrand is one of the most recognised names in the aisle, and it sits square across the split with its signature starburst, so the range reads as unmistakably Ajax first and Boost second; the sub-brand extends the line without fracturing it. Above it, a silver banner carries the non-negotiable: Disinfectant, kills 99.9% bacteria and viruses, the efficacy proof this category is bought on, placed where the eye lands first. The ingredient pairing itself becomes the navigation: no need for variant names when the two halves of the label are the variant. And the 3L handled bottle signals a family-sized, whole-home job. As a creative agency in Kuala Lumpur, we made an invisible formula visible — and turned the ingredients into the argument.
Baking Soda + Lemon — blue-and-yellow split, powder and citrus each hero'd as half the promise.
Charcoal + Lime — the darker, deeper pairing, same device recoloured for an entirely different ingredient story.
Cleaning products are bought on belief, and shoppers arrive with beliefs already loaded: baking soda lifts and deodorises, charcoal absorbs and purifies, citrus cuts through and freshens. Those convictions come from kitchens and grandmothers, not laboratories, which makes named, recognisable ingredients one of the most persuasive devices in home care. A formula improvement nobody can see becomes instantly credible the moment it's attached to an ingredient the shopper already trusts. The design discipline is making that pairing visible and effortless to read: give each ingredient real visual presence rather than a footnote, structure the label so the combination is understood in a glance, keep the efficacy proof exactly where the category demands it, and let the masterbrand carry the trust while the sub-brand carries the news. As a creative agency in Kuala Lumpur, we design home-care and cleaning packaging, ingredient-led and sub-brand systems, and benefit-and-efficacy architecture — for FMCG brands across Malaysia and Southeast Asia.
Capabilities applied to this project: Ajax packaging, Ajax Boost packaging, multipurpose cleaner packaging design, floor cleaner packaging design, home care packaging design, household cleaning packaging, ingredient-led packaging design, ingredient storytelling packaging, sub-brand packaging architecture, disinfectant claim design, split-label design, Colgate-Palmolive packaging, FMCG packaging design Kuala Lumpur.
Got a formula upgrade nobody can see — and an ingredient story that could sell it in half a second?
