Quality care: Non-chemical products for clothes

07 : 10 : 2013 Natural : Mimimal : Tangent Garment Care

Stockholm – Tangent Garment Care (GC) was inspired by co-founder David Samuelsson’s chimney sweep grandfather, who always took meticulous care of his non-work clothing.

Samuelsson launched his line of garment care products for people who appreciate the craftsmanship of clothing and realise that they need proper care, not harsh chemicals that ruin the fabric.

The packaging reflects this ethos of care. Gone are the plastic bottles with garish flowers that are typical of laundry products. In its place, Tangent GC uses glass bottles and minimalist branding.

‘All competitors within garment care use vulgar typography and vivid colours,’ Carl Johan Näs, the creative director responsible for Tangent GC’s branding, tells LS:N Global. ‘Since Tangent GC has taken a challenger position, with only natural organic ingredients, we needed to make a statement. By reducing the visual tools to iconic bottles and tins with white labels and black monospaced typography we clearly [did].’

Laundering brands are taking cues from beauty product packaging, with refined, apothecary-style bottles and pared-back labelling. For another example, read about the Laundry Detergent Project.

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