Soonsaem means ‘pure spring water’ in Korean. This reflects the current consumer trends that place value on safety and health and emphasizes the brand image of a ‘natural dishwashing detergent’. To further focus on the image of the product as a dishwashing detergent that contains natural ingredients, the design intuitively reveals the purity and cleanness of ‘pure spring water’. The shape of the container symbolizes the ripple created by water as it drops into a pond. The container itself has curves across the body, that represent waves and the graphic design describes the projection of nature under the water.