Client: Glade (SC Johnson) | Licence: Hello Kitty (Sanrio) | Collection: Glade x Hello Kitty, Adventure Series | Category: FMCG, Home Fragrance, Air Care, Scented Gel, Licensed Character Collaboration, Limited Edition | Discipline: Packaging Design, Licensed-IP Collaboration Design, Limited-Edition Collectible Design, Multi-Variant Story System, Character Art Direction | Scope: Four-SKU Scene-Based Pack System, On-Model Hello Kitty Illustration, Fragrance-to-Scene Translation, Variant Colour-World Design, Dual-Equity Brand Lockup (Glade + Sanrio), Collectible Surface & Print-Finish Craft | Variants: Lavender Park, Floral Garden, Frosty Snow, Lemon Beach | Format: Glade Scented Gel Tub | Market: Malaysia, Singapore, Vietnam, and Thailand | Agency: Laugh Contagious Communications, Kuala Lumpur
Glade brings its functional brand world: the lockup, the scented-gel format, the fragrance system, the trust cues that say this works. Sanrio brings Hello Kitty: a globally beloved character with exacting on-model rules about how she can be drawn, posed, and placed. The pack has to honour both sets of rules at once, stay unmistakably Glade so it's never mistaken for a toy, and still earn its licence fee by making shoppers want it — not as an air freshener, but as something to collect. And the Adventure Series carried an extra demand: it had to feel distinct from its sibling, the Kimono Series with the same character, a completely different consumer pickup, travel and play instead of elegance and tradition.
The Adventure Series — the playful, travel-led counterpart to Kimono. Same character, completely different consumer pickup.
We solved it by turning fragrance into story. Each of the four SKUs places Hello Kitty in her own outdoor adventure, translating the scent into a complete illustrated world: Lavender Park sends her cycling past lavender rows, Floral Garden has her gathering roses, Frosty Snow sledding through a winter slope, Lemon Beach playing seaside with a lemonade in hand. Fragrance becomes narrative; a dedicated colour world makes each scent instantly readable at shelf; and the illustrated landscapes wrap the whole tub so every pack reads as a little collectible object rather than a functional SKU. Print finish and surface craft were tuned to make a limited edition actually feel limited. Throughout, the Glade lockup and scented-gel form stay constant — the brand stays anchored while Hello Kitty makes it joyful. As a creative agency in Kuala Lumpur, we designed the series so shoppers wouldn't pick one. They'd want all four.
Lavender Park — fragrance translated into a scene, with Hello Kitty cycling through a soft purple lavender world.
Floral Garden — a rosy bloom-filled scene, each variant owning its own colour world while staying unmistakably Glade.
Frosty Snow — a crisp, cool winter slope, the most seasonal note in the collectible range.
Lemon Beach — bright citrus freshness reimagined as a sunny seaside adventure.
A character licence or limited-edition run is one of the most effective levers in FMCG, because it changes why a shopper buys. An everyday air freshener is a planned, low-interest replacement purchase. The same product wrapped in a beloved character becomes an impulse buy, a gift, a collectible, a set to complete, and a reason to come back when the next variant drops. But the design discipline behind it is unforgiving: you're serving two sets of brand guardrails simultaneously, protecting the licensor's character integrity and the parent brand's equity, while making the finished pack feel like one joyful, cohesive object rather than a logo mash-up. Get it right and a functional SKU starts behaving like merchandise. As a creative agency in Kuala Lumpur, we design licensed collaborations, limited editions, and collectible packaging across air care, personal care, food and beverage, and consumer categories — pairing global IP with FMCG brands for clients across Malaysia and Southeast Asia.
Capabilities applied to this project: Glade Hello Kitty packaging, Glade scented gel packaging design, licensed character packaging design, limited edition packaging design, collectible packaging design, SC Johnson packaging design, Sanrio collaboration packaging, character art direction packaging, multi-variant collectible series, air care packaging design Malaysia, dual-brand packaging lockup, FMCG packaging design Kuala Lumpur.
Got a brand and an IP licence that need to share one pack — and a shopper you'd rather have buy the whole set?
