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SPOTLIGHT Wisk

Rings around the Label Little big brands breathes new life into Wisk laundry detergent AFTer

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isk is a brand known by many for its long-running “Ring around the collar” television advertising campaigns. However, the once potent brand message of cleaning performance had become watered down over the years by unfocused strategic package design updates. “Wisk had lost its brand voice over the years,” says John Nunziato, creative director of Little Big Brands in Nyack, NY. “The brand really lost its brand color. It was split 50% blue and 50% red. But Wisk is red.”

Cleaning up the look

The brand owner, Connecticut-based Sun Products Corporation, wanted a design that would retain the essence of this iconic brand while providing a canvas to highlight Wisk’s powerful new formula with “Stain Spectrum Technology.” Little Big Brands, partnering closely with Sun Products' Visual Branding team, developed a package design that embraces the brand's heritage while strengthening its presence with strong red color-coding and a dynamic new logo. "Our design objective was to rediscover the stain-fighting technology and heritage of the brand in a contemporary and iconic way that captured both hearts and minds," says Vincent Masotta, Sun Products' Visual Branding director. Little Big Brands distilled the previous design and addressed each element for relevancy, equity, and impact. By stripping out the essences of the brand, the design team could discover what they had to maintain and what they 34

November 2010 | PackageDesignmag.com

needed to enhance. The design was stripped of unnecessary copy, drop shadows, in-lines, and fluorescent colors that made the previous design feel heavy and dated. The result is a brand with renewed depth, dimension, and energy. Both bottle and label are rich reds, and the label itself uses several reds to integrate seamlessly into the structure. The addition of reflective foil adds to the premium appearance and strengthens cleaning cues. The new bold, clean white logo was redrawn and maximized in perspective form. Like the previous logo, it is cropped on the 50-oz. bottle to make it appear too big for the label. The new logo is purposely not perfect in its dimensions. The perspective is off a touch, skewed at 2% angle, to give it action and energy. The effect is that the logo is coming off the bottle at the consumer, powerfully, and the dynamic dot above the “i” further supports the motion effect. Reds on top of reds

With the red canvas, the die cut of the in-mold label disappears. The prototyping company Kaleidoscope in Chicago helped greatly in color-matching to achieve a strategic combination of four different reds. The swirls of red not only created vortexes down into the bottle but also lifted design elements further off the bottle. The foil flashes create an additional level “above” the label. The rainbow effect of the foil fits perfectly with the Stain

Package Design - November 2010  

In this issue: Meet the 2010 Makeover Challenge Winner: HBN Brand Design accelerates brands through strategic design and simplified commu...

Package Design - November 2010  

In this issue: Meet the 2010 Makeover Challenge Winner: HBN Brand Design accelerates brands through strategic design and simplified commu...

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