P&G turned to us to review the brand positioning and identity, then create a pack design for each of the variants that justifies the brand’s price point and that engages with customers in a more relevant and emotional way.
With its new “Feel Good” positioning, we unified the variant line up by introducing an evolved brand mark. The multi-sensory experience is evoked through the ‘sparkle’ graphic visual, flowing fabric texture, and impactful natural photography. The vibrant colour palette ensures high visibility on shelf. The result is a product range that justifies the price point and gives the impression of sparkle, fresh scent, and softness.