Anthem – Amsterdam & Brussels

We believe in the power of design to forge connections, solve complex problems and provide innovative solutions. With smart thinking and enticing creative we help maintain, elevate and transform brands through design.

Amsterdam, Netherlands
Staff: 20
Packaging Design
Design Strategy
Brand Strategy
Design for Innovation
Structural Packaging Design
Brand Activation
brand design
Identity design
Concept design

and 2 more

Barry Callebaut
Princes Group
Blue Wonder
Fontem Ventures

and 21 more

Sector Experience

Food & Beverage
Personal care
Home care
Private Label

Designing the future of laundry - Pentaward Gold Winner

We love nothing more than to challenge the status quo, championing design as a tool for innovation. Continuing our long history of award winning conceptual work, we've recently been imagining new futures for the laundry category.

Primarily led by advances in R&D, performance and cleaning power – product, language and design across the detergent category are focused on disinfecting the clothing we wear, clothing that for the majority of us doesn’t get very dirty.

Fragrance is of course an emotionally powerful driver in the path to purchase, but scents are mostly synthetic and brash in their communication on pack. Fabric is a delicate material and of course, we wear it next to our skin. The laundry room itself is usually a rather unloved space in the home.

There’s often nothing more exciting than a design challenge for a commoditised product or a functional category. What if we were able to care for and fragrance our clothes in the same way we do our skin? What if we were able to proudly display our detergent in our home as we do our premium personal care products?

~Sara Jones, Design Director

Inspired by design cues from the personal care category, The Life Laundry concept design represents a future vision of superior fabric care. Designed for the home as well as the shelf; the clever handle, use of natural fragrance and premium packaging creates a desirable brand that cares for and prolongs the life of your clothing.

Using cross category design cues to elevate the ordinary, The Life Laundry aspirational lifestyle concept was awarded Gold in the 2017 Pentaward Worldwide Packaging Design Competition and was showcased at the Packaging Innovations Conference 2018 in Utrecht.


Packaging Design
Concept Design
Premium Packaging
Premium Design
Design for Innovation
Sustainable Design
Home care
Award Winning Design