Cheer has been a laundry detergent brand of choice for many homes since its introduction back in the 1950’s. Over the years, its packaging has gone through several redesigns including the most recent created by design firm, Brand New.

For the past few redesigns, the general shape of both the container and label has maintained an overall consistent look. For one, the blue plastic container has been sold with a convenient carrying handle, and the label has maintained the traditional teardrop shape. If you check out the redesigned container in the upper right hand photo you will immediately notice that the container is a deeper blue color. I like the deeper blue bottle and matching top because it makes the colors in the label pop nicely in comparison. Next, the teardrop shaped label now has a colorful geometric printed pattern as opposed to the plain blue background. Finally, the text has been simplified dramatically to a much plainer font and straightforward printing in a single column (as opposed to the sporadic areas of text on the previous label design). The new bottle has certainly created a more modern look for the Cheer brand to take it into the 21^st century.

Check out some other laundry detergent packaging in our previous New Product Meets Innovative Packaging blog!

Popular cold medication, Robitussin, has recently updated their entire line of packaging to be more consumer friendly. Their umbrella brand corporation, Pfizer Pharmaceutical, says that the changes will make selecting the proper medication easier depending on the patient’s symptoms.

Check out the before and after photo above of their folding boxes, with the old on the left and new on the right. Notice how the new design is much bolder utilizing a solid black and green background? The old packaging was much more congested with numerous text bubbles containing excess information, and a variety of text colors that can be confusing. The new packaging highlights the name (Cough + Chest Congestion DM) by printing it in bold centered font, and then lists the symptoms it relieves below it. They have also now color coated their products making the “peak cold” packaging green, the “lingering cold” blue, and the “children’s” red. Now a consumer that has had a cold for a while knows to select a product from the “lingering cold” collection.

What other packaging changes have you noticed on the pharmaceutical market lately?

When I first saw the new packaging for Summer’s Eve, it was on their brand new “Hail to the V” commercial (click picture below). Watching it the first time, it was so interesting and action packed that I thought it might be an advertisement for the latest television show on HBO! However, as the commercial ended and the setting shifted to a woman holding the new Summer’s Eve packaging in a retail aisle, I couldn’t help but chuckle. Previously known by many as an old fashioned feminine wash brand, the new packaging is anything but boring. Combine the attention catching commercial that has been playing often over the past month with the new packaging, and Summer’s Eve has certainly re-established themselves for the 2011 market.

The previous white labels on white bottles have been replaces with modern shrink sleeves in subdued feminine colors. They have also established a new company logo which is the inverted teardrop shape with the S/E lettering. The teardrop shape is actually based off the ancient symbol called the “yoni” which referred to the female gender.  I like how they used a minimalist design for the brand name in the logo, yet still have the full text version printed above. Each piece of the collection is divided into three sections; the bottom is a solid color band, the center contains the logo and text, and the top is printed with a contemporary twisting floral design. Including this design to the packaging makes it look much more feminine than the previous packaging.

Check out the company responsible for this updated graphic design and branding at their website, Little Big Brands!