Client: Glade (SC Johnson) | Licence: Sanrio — Hello Kitty | Collection: Glade x Hello Kitty, Kimono Series | Category: FMCG, Home Fragrance, Air Care, Scented Gel, Licensed Character Collaboration, Limited Edition | Discipline: Packaging Design, Licensed-IP Collaboration Design, Premium Limited-Edition Design, Japanese-Inspired Art Direction, Multi-Variant Collectible System | Variants: Tangy Lemon, Sakura-no-Hana, Lavender-no-Yume, Breezy Fuji San | Format: Glade Scented Gel Tub | Market: Malaysia | Agency: Laugh Contagious Communications, Kuala Lumpur
Putting a beloved character on a pack is the easy part — cute practically sells itself. The hard part is elegance. Hello Kitty is one of the most recognisable cute icons on earth, and a Glade scented gel is, structurally, an inexpensive plastic tub in the air-care aisle. The brief for the Kimono Series was to bridge those two facts: take the warmth and instant appeal of the character and lift it into something that reads as genuinely premium, refined, and craft-led without losing an ounce of the charm that makes people reach for it. That meant drawing on the restraint and detail of Japanese design tradition, honouring Sanrio's on-model character rules and Glade's brand equity at the same time, and making a mass-market FMCG object feel like a collectible kept on a dresser rather than hidden in a bathroom.
The Kimono Series — Japanese craftsmanship, seasonal motifs, and quiet elegance applied to a beloved global icon.
We built the series as four seasonal Japanese worlds, each with Hello Kitty in a delicately illustrated kimono. Curated, restrained colour palettes — soft citrus-yellow, sakura pink, dream-lavender, Fuji-sky blue — give each scent its own register, while traditional motifs, seasonal florals, and fine washi-and-lace detailing carry the craft across every surface. Even the naming was elevated to match: Sakura-no-Hana, Lavender-no-Yume, Breezy Fuji San signal a cultural refinement that plain flavour names never could. Print finish and surface craft were tuned so the limited edition genuinely feels limited in the hand. The Glade lockup and scented-gel form stay constant, anchoring the brand, but the overall effect is quiet elegance applied to a global icon. As a creative agency in Kuala Lumpur, we treated a humble air-care tub as a design object worth collecting, because that's exactly what it had to become.
Tangy Lemon — bright citrus warmth, Hello Kitty in kimono framed by delicate floral and lemon detailing.
Sakura-no-Hana — soft cherry-blossom pink, seasonal motifs elevating a everyday air-care tub into something refined.
Lavender-no-Yume — a dreamy lavender palette with fine washi-and-lace surface craft.
Breezy Fuji San — Mt Fuji and snowflakes in Fuji-sky blue, the coolest, calmest note in the collection.
A single successful character collection is a win. A system that can keep generating new collections is a growth engine. The real value in licensed design isn't one beautiful drop, it's building a flexible design framework that lets a brand return to the same beloved IP again and again, each time with a fresh world that feels distinct enough to make fans want the new set without abandoning the last. The Kimono Series established that elegant, craft-led foundation; its sibling, the Adventure Series, proved the framework could flex into an entirely different mood — playful and travel-led — using the same character and the same format. That's how a one-time licence fee becomes a recurring franchise: design the first collection as a repeatable system, not a dead end. As a creative agency in Kuala Lumpur, we design licensed collaborations, collectible franchises, and premium limited editions across air care, personal care, food and beverage, and consumer categories, helping FMCG brands turn global IP into long-running collections across Malaysia and Southeast Asia.
Capabilities applied to this project: Glade Hello Kitty Kimono packaging, Glade scented gel packaging design, licensed character packaging design, premium limited edition packaging, Japanese-inspired packaging design, collectible packaging series, SC Johnson packaging design, Sanrio collaboration packaging, seasonal collection design, air care packaging design Malaysia, dual-brand packaging lockup, FMCG packaging design Kuala Lumpur.
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