Noora
Brand Strategy, Brand Identity, Packaging Design, Artwork, Brand Guidelines
Understand First
When Procter & Gamble sold a major manufacturing plant in Barcelona, the new owners were granted a three-year licence to use the Ariel brand. With sales declining in key markets like Portugal and the Nordics, this transition was a chance to not only migrate, but reimagine the brand. Free The Birds was brought in to name, design and strategically guide the shift—creating a seamless exit from Ariel while building a standalone identity that would resonate with modern consumers and retail environments alike.
Free The Birds created A+ – a name that honoured the brand’s Ariel heritage while introducing a bold new perspective rooted in ambition and progress. A+ became the only laundry brand to unite advanced performance with modern lifestyle values.
Over three years, the agency delivered a carefully managed brand evolution, from subtle packaging updates to a fully independent identity, with each phase approved by P&G. The creative concept centred around the “A+ Generation”: real, multifaceted people with high expectations for both life and laundry.
The brand world extended across packaging, retail, OOH, and advertising, supported by six TV commercials tailored to Portugal, the Nordics, and wider European markets. Free The Birds led the end-to-end production process, from script and storyboard to CGI, multilingual voiceovers, and delivery, bringing the A+ brand to life with precision and purpose.
