Unilever brand Comfort has unveiled a new look in collaboration with brand design company JDO Global, featuring a new identity and refreshed ‘smile’ woodmark.
JDO Global says its challenge was to redesign the laundry softener’s identity, beginning with developing universal design principles. Global packaging was refreshed at scale, with the updated woodmark standing out against the fabric backdrop, aiming to give the brand clarity and presence.
Bold, nature-inspired colours seek to move Comfort into a more premium space while keeping the brand ‘cohesive and instantly recognisable’. The redesign also included rethinking portfolio segmentation and creating a flexible, ‘future-proof’ design system.
In related news, earlier this year Yoplait rolled out a clear, 35% recycled PET bottle with an attached cap and micro-perforated sleeve for its Yop yoghurt drink – a redesign intended for easy recycling in line with the brand’s target of 100% recyclability by the end of 2025. The sleeve is printed with instructions to guide the consumer through its removal before the packaging is thrown into the recycling bin.
Nestlé recently announced its AI-powered, in-house service which utilizes digital twins to digitally adjust or localize packaging for seasonal campaigns, channel-specific formats like e-commerce and digital media, and other redesign requirements. The content service is designed to generate 3D replicas of physical products, enabling users to adjust packaging designs and other creative content without needing to restart from scratch.
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