Wanting to position itself as a fabric care expert, Colgate chose Tweak Design to come up with a packaging look for its new anti-wrinkle product.
Cuddly Anti-Wrinkle is aimed at consumers who want “50 per cent fewer wrinkles” in their clothing but aren't big users of fabric softener.
Tweak's packaging design spotlights the functional appeal of the product to time-poor consumers who value easier ironing over fragrance.
“We used softened fragrance cues to suggest freshness rather than a strong sensory experience,” said a spokesperson for Tweak.
“In order to give the product the best chance, the architecture was designed to align with the existing Cuddly Antibacterial variant.
“This gives both products the opportunity to endorse each other as a functional range with added benefits.”