Woolite Brand

Challenge:

Woolite is the most respected name in fabric care. However, marketers Reckitt Benkiser believed it suffered from dated imagery and a rather uninspiring shelf presence.

Approach:

We helped to re-launch this venerable brand with the design and development of a new range of bottle forms that both elevates brand imagery and optimizes user functionality. The distinctive, in-molded "wave" pattern in each bottle suggests brand attributes such as safe, gentle care, and offers visual imagery of smooth, fluid movement. As well, a new ergonomic handle design insures a firm and comfortable grip for the larger sizes. The shape of the handle fits the contours of the hand to help the user manage the weight and to reduce stress in lifting and pouring.

Results:

All Woolite products - Original, Dark Laundry and High Efficiency - have rolled out with the new bottle design, to be available in several sizes. Other Reckitt laundry products also make use of the new design.

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Preliminary Concept

Technical Layout

In-Mold Branding