This visual campaign for Fairy Platinum capsules flips dishwashing habits on their head with a cheeky message: “Please don’t rinse me!” The concept was born from the insight that consumers still pre-rinse dishes, despite the product’s proven power to clean even the toughest stains in a single wash.

I selected a variety of plates and cooking pots with realistic, heavy food residues like burnt sauce, berry compote, and baked-on grease, then hand-drew the message directly into the mess using finger strokes. Each stain became a canvas, each plate a typographic playground. The result: high-impact visuals blending food styling, expressive lettering, and product storytelling in a fresh, unexpected way.

Following the Romanian launch, I adapted the typographic concept into multiple languages and alphabets for neighboring markets: Bulgaria, Serbia, Albania, North Macedonia, and Bosnia & Herzegovina, recreating the visuals to preserve the authenticity of each language while maintaining the tactile, finger-drawn style.

A project where typography gets dirty… and the message shines through!