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Design group answers question: ‘Can your eyes make your nose happy?’

Refreshed graphics for Gain Laundry Detergent focus on the fresh scents for which the brand is known, delighting consumers with playful images and vibrant colors.

Pw 179525 Gain Web 0

Procter & Gamble’s Gain Laundry Detergent is a billion-dollar brand, largely built on its consumers’ love for the product’s fresh scents—Lavender, Ocean Breeze, Island Escape, and Apple Mango Tango, among them. But in 2015, the brand wasn’t dressing the part. That’s according to Chris Lowry, President of Chase Design Group, which was chosen to refresh the brand packaging.

“At that time, the laundry category focused on cleaning efficacy, and the Gain packaging fit that mold,” says Lowry. “Unlike many laundry shoppers, Gain consumers love scent, but at the time, the package didn’t clearly communicate the great scent inside.”

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