Perlana: Rethink New

A historic detergent learning to speak to a new generation. We took a brand born in 1954 and gave it a fresh voice: greener, closer, more authentic. With Henkel, we reimagined the product ecosystem: packaging that dissolves without a trace, a giant violet wool ball installed in a Milanese park, an app that turns laundry into a conscious act. Because taking care of your clothes can also mean taking care of the world.