Foil, rich colors strengthen Wisk's brand cues

Laundry detergent is an aisle in the store with a lot of visual "noise."

Pw 2847 1110 Wisk Dc Final R
To stand out, products need to be contemporary in their communications and dynamic in their package design to relate the brand essence in a few seconds.

Wisk has accomplished both of those objectives with a bold, premium new look that makes the brand approachable. The design speaks to the essence of this iconic brand while providing a canvas to highlight Wisk's new “Stain Spectrum Technology.” It embraces the brand's heritage, strengthening its presence with strong red color-coding and a new logo.

Both the bottle and the label are rich reds, and the label itself uses several reds to integrate seamlessly into the overall package structure. The logo was redrawn and maximized in perspective form, and its white color jumps off shelf. The addition of reflective foil adds to the brand's premium appearance and strengthens cleaning cues. Smart, modern typography rounds out the label.

Finally, the design was stripped of unnecessary copy, drop shadows, in-lines, and fluorescent colors, which made the previous design feel heavy and dated, says John Nunziato, creative director for Little Big Brands, which created the new design.

The result is a brand with renewed depth, dimension, and energy.
Rethinking Packaging Robotics to Prioritize Flexibility
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In this eBook, you’ll learn how to guard against the traps that CPGs sometimes inadvertently set for themselves when implementing robotics that lead to automation “brittleness.”
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