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Dope Creatives

Case file: ETL 外星之光

From a sad planet to a happy one.

Client
ETL 外星之光
Industry
Sustainable home care
Year
2022
Active ingredients
Brand strategy & identity, Packaging, print & spatial graphics, Creative direction & campaigns
ETL 外星之光 cover

The symptoms

ETL makes environment-first cleaning and personal-care products, born from its founders' work with leaders around the world on environmental issues, through platforms like Asia SEIA and the Global Happiness Forum. Its old mascot was a sad face: the world is a sad place, and ETL is here to save it. Honest, but heavy, and at odds with products meant to make everyday life lighter. The packaging was thin and clinical, and it did not explain what the products actually do.

The prescription

Turn the sad world into a happy one. Working with renowned Japanese multimedia artist Akinori Oishi, we redrew the mascot as a happy face sitting on a body of 生 (life, growth), together forming the character 星 (star): a small planet with a big promise to grow the world into a better place. The voice is child-like and innocent, the way a child looks at the world. Akinori's playful line illustrations show every use case, from dishes and laundry to pets and plants, so the packaging explains itself. One deep green on white carries it all, with the tagline 我喜歡世上所有的一切 並努力使它更美好: I love everything in the world, and I try to make it better.

Dispensed by DopeBrand lead: Dope CreativesIllustration: Akinori OishiIdentity & packagingWebsite (gtlworld.com)Social mediaVisual merchandising & merch

> Images marked (concept) are AI-generated scenes created for this portfolio to show the identity in use. The packaging, illustrations, marks, merch and website are the real work.

Before and after: the old sad-face label (left) and the new ETL No.9 spray.
Before and after: the old sad-face label (left) and the new ETL No.9 spray.
The mark: a happy face on a body of 生, together forming 星. Drawn with Akinori Oishi.
The mark: a happy face on a body of 生, together forming 星. Drawn with Akinori Oishi.
23 use-case illustrations by Akinori Oishi: the packaging explains itself.
23 use-case illustrations by Akinori Oishi: the packaging explains itself.
The range: No.9 all-purpose cleaner in 4L, 1L and spray, and No.7 hair and body.
The range: No.9 all-purpose cleaner in 4L, 1L and spray, and No.7 hair and body.
Illustrated use-case bottle.
Illustrated use-case bottle.
Retail end-cap with illustrated shelf strips and a mascot wobbler (concept).
Retail end-cap with illustrated shelf strips and a mascot wobbler (concept).
In use at home (concept).
In use at home (concept).
Mall pop-up with refill station (concept).
Mall pop-up with refill station (concept).
gtlworld.com, shown on a laptop (concept scene, real website).
gtlworld.com, shown on a laptop (concept scene, real website).
Social media grid (concept).
Social media grid (concept).
Tote bag with the tagline.
Tote bag with the tagline.
Apron for in-store staff.
Apron for in-store staff.
Mugs with use-case illustrations.
Mugs with use-case illustrations.
Umbrella.
Umbrella.
Water bottles.
Water bottles.
Bucket hats.
Bucket hats.

Side effects

  • 01From gloomy to joyful, without losing the seriousness about the planet
  • 02Self-explaining packaging: the illustrations do the instructions
  • 03One system across shelf, web, social and merch
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