Landor's refreshed packaging for Scotch-Brite communicates innovation, matches contemporary trends, and maintains recognizable brand equity.

Challenge

The challenge was to define a clear and efficient brand architecture that would be relevant to the consumer and differentiate the two product families (classic range and premium range), while also integrating the latest innovations of the brand. On the packaging, Landor needed to reinforce the brand's strengths, better communicate its status as a technological leader, and highlight the benefits of each product. Creating a closer bond with the consumer was also important.

Solution

Based on a new Brand Driver™ platform, and following a deconstruction of the pack, the existing Scotch-Brite brand identity was lifted to strengthen impact and readability. The brand icon was rejuvenated, making the icon appear to smile more, which is friendly to the consumer. The graphic structure of the pack is organized around a dynamic wave, which refers to the clean trace that the sponge leaves on a dirty surface. On-pack pictographs guide the consumer through the specific usage of each product. The updated packaging is modern and consistent, and reinforces Scotch-Brite’s position as a brand that can be trusted. The packaging communicates innovation, matches contemporary trends, and remains strongly linked with the historical values of the brand.