Comfort Gets New Logo and Packaging by JDO
British laundry softener brand Comfort has unveiled a new look with design by international brand design agency JDO.
A key part of the refresh was the redesign of the brand’s global packaging, a considerable effort given that the product is sold in multiple regions.
The designers mentioned that they started by creating “universal design principles” to make sure that every part of Comfort’s design language strengthened the brand’s promise on a global scale.
Design details include nature-inspired colours, with flowers consistently depicted in full bloom, accompanied by a modernised wordmark.
“Comfort has been a beloved brand for years, but it needed to break through the sea of sameness in a crowded marketplace,” says Hannah Dunt, associate creative director at JDO.
Adding: “Our challenge was to put freshness front and centre, creating a brand world that creates belief in the brand’s promise of uplifting comfort freshness. Our solution needed to guide everything from portfolio segmentation to packaging and key visuals, ensuring the brand stayed consistent while pushing its freshness message in a powerful, ownable way.”
“With its new, confident identity and sensory-rich brand world, Comfort is ready to redefine the way consumers experience fabric care, keeping clothes fresh, vibrant, and protected with a level of care that’s truly fresher than fresh,” further comments Ricardo Arantes, global brand director at Comfort’s parent company, Unilever.
