Freddie – Character & Packaging design

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Freddie is a brand of laundry detergent sheets designed to be tough on stains while remaining gentle on the environment. They offer an eco-friendly alternative to traditional laundry detergents, with a proprietary stain-fighting formula. The product is marketed as mess-free, non-toxic, and earth-friendly.

The brand personifies Freddie as a playful, bubbly, and efficient housemate, on a mission to change the way people perceive and engage in laundry.

My task was to bring this playful and eco-conscious character to life in a way that harkens back to the golden age of animation. Drawing inspiration from classic cartoon characters, I crafted Freddie with whimsical features, exaggerated expressions to capture the essence of retro charm.