
Procter & Gambleâs Gain Laundry Detergent is a billion-dollar brand, largely built on its consumersâ love for the productâs fresh scentsâLavender, Ocean Breeze, Island Escape, and Apple Mango Tango, among them. But in 2015, the brand wasnât dressing the part. Thatâs according to Chris Lowry, President of Chase Design Group, which was chosen to refresh the brand packaging.
âAt that time, the laundry category focused on cleaning efficacy, and the Gain packaging fit that mold,â says Lowry. âUnlike many laundry shoppers, Gain consumers love scent, but at the time, the package didnât clearly communicate the great scent inside.â
The core requirement for the redesign was to delight consumers and clearly convey the fresh scent profiles. The project encompassed 174 SKUs and included all of Gainâs product forms, including laundry detergent in a rigid plastic handled bottle, fabric softener in an hourglass-shaped rigid container, and Gain Flings! detergent pods in a round plastic tub container.
A key element of the project was the new logo. Gainâs existing logo was masculine and sharp, like many of the performance-positioned category logos. Chase updated the logo to a playful, friendly letterform along with a sunburst logo to better reflect the brandâs expressive scented products.
Label graphics include lively and distinctive scent visualizationsâflowers, ocean waves, and apples, for examplesâagainst vibrant, color-drenched backgrounds. According to Lowry, these distinctive visual identity elements also bring the same brand sensibilities to other communication touchpoints for the brand.
The new package graphics for Gain were launched in 2015 to positive response. Says Lowry, âGain continues to grow at retail, and consumers regularly express their love of Gainâs products and packaging in social media.â