The idea behind Kiilto’s new labels is to create a clear unified brand and to present a strong Kiilto to both the Finnish and international markets. The aim is for a fresh and straightforward appearance and easier identification of the products for customers.
The process of redesigning the labels of Kiilto’s professional hygiene products began in spring 2020, and the first products bearing the new labels will be on the shelves in autumn 2020. The familiar labels had been around for a long time, so it was time for a change and a fresher look.
The new labels are part of the larger process of change taking place within the company. After the updating of Kiilto’s logo a few years ago, the company has systematically developed its unified Kiilto Pro family of professional hygiene and construction products. Thanks to the labelling changes, professional hygiene and construction are now clearly siblings. The overhaul has also been influenced by Kiilto’s expansion into the Scandinavian hygiene and cleanliness market. The expansion to the other Nordic countries is reflected in the characteristically Scandinavian simplicity and freshness of the design of the labels. The aim is also to use the new design to share and create perceptions of Kiilto as an international player.
“Labelling is regulated by a lot of rules, such as the location of warning phrases, the manufacturer’s information, the best before date stamp, and the EU-level UFI code. The new designs have been created within the framework of these rules. The goal was an easy-to-read, fresh and Scandinavian look”, says Suvi Saarnilehto, who was responsible for the design of the new labels.
Product managers and chemists also involved in label design
Designing labels is a collaborative effort between several parties. In addition to the design team, chemists and product managers play an important role in the process.
“The product design chemists have developed the product formulas and selected the raw materials. Their responsibilities include indicating certain substances on labels within a certain range of variation and providing recycling instructions. The product description, instructions for use and dosage are the result of partnership between the product manager and the product design chemist. The product safety chemist is responsible for all the warnings and safety instructions on the label. Matters related to packaging and safe transport are also the responsibility of the product safety chemist”.
Product development manager Jussi-Matti Kauko has extensive experience in both product development and product safety. He points out that the labels of chemical products are highly regulated and making sure that labels follow the law is the responsibility of the product safety chemist.
In addition to safety considerations, colour design also takes a lot of time. The products have group-specific colours, in addition to which each product has its own “personalised” product colour that fits harmoniously with the group colour. The process also involved sales experts who know the field and the customers best of all. They were asked if the selected new colours and product personalities matched each other.
“A lot has been put into colour design. I wanted the products to be comfortable in their new outfits. When choosing colours, we have tried to consider the intended use and personality of each particular product”, Saarnilehto explains.
Professional cleaning and food service products under one roof
The grouping of products has been made easier and clearer with the new design. In order to make it easier for customers to choose and use products in the future, professional cleaning and food service products can now be found under professional cleanliness. With the new design, all the products belonging to professional cleanliness have been divided into nine different categories based on their intended use.
“We wanted to make it easier for customers to manage their product portfolio. At the same time, we want to ensure that products are not accidentally confused with each other and that the colour of the label itself indicates the method of use and the application. For example, all products for cleaning and floor care can be identified by the grey background colour, all-purpose cleaners are coloured blue, disinfectants are coloured orange, and so on”, says Kiilto’s professional cleaning solution manager Tiina Laurén.
The label change process has already started and is progressing in stages. The change will be implemented for all Kiilto Pro products during 2021. Many products will be sold in packaging made from recycled plastic, and this will also influence the look of the packaging. Each label will also include instructions for recycling empty packaging. The change is part of Kiilto’s promise to the environment and its contributions to the circular economy and sustainable development.