downy infusions

Extending the Downy infusions line meant creating a new variant that felt like a natural member of the family. Working from the three original redesigned packs and the previous design of the variant being extended, the new system served as the guide for how the addition should look and behave on shelf. This ensured the pack felt cohesive with the existing range while still standing on its own as a distinct fragrance. Beyond the extension itself, the project also included retouching the artwork and illustrating and rendering the ingredient and variant cues, bringing clarity and a fresh, polished finish to each pack.

scent-sation

The project called for 'scent-sating' the ingredient visuals: retouching and rendering each one to feel rich, juicy and consistent across the line, so the benefits of each variant are communicated clearly at a glance.

speaking of soft

The logo was softened as a nod to Downy’s signature benefit, bringing a sense of softness to the wordmark itself. The rounder, more approachable feel aligns the brand more closely with its main selling point in laundry. The iconic rose was also modernized and simplified, with much of the swirling linework of the original removed for a cleaner, more contemporary look. A subtle bevel, just the tiniest touch, was added to help the logo lift off the pack and give it quiet dimension on shelf.