From:Packaging News

PB Creative has designed the branding and packaging for a new Comfort ‘Luxurious’ fabric conditioner.

The agency was briefed with ensuring that the ‘Luxurious’ variant stood out on shelf as something special, whilst still clearly belonging to the ‘Intense’ range of the Unilever-owned Comfort brand.


The design draws on the gold, luxurious tones used primarily in the fragrance market, which Ben Lambert, co-founder and creative director at PB Creative, said exudes a sense of desirability and richness without seeming brassy or over-indulgent.


PB Creative was tasked to create a variant which felt at home and in place with the rest of the Intense range, but which was clearly a special variant too.


Visually, the bottle was designed to look like a droplet, imbuing the overall brand concepts of concentration and freshness, whilst leveraging character and personality by using bold, vibrant colours.


“We took our cues from the iridescent and dazzling tones used by well-known fragrance brands such as Dior and Michael Kors, and created a visual identity that both fitted in with the original Intense branding but also conveyed that sense of being special and a step above the everyday,” said Lambert.


Creative Edge Software, working with Sun Branding, was also involved in the project, providing iC3D packaging design software, to physically design the packs for Unilever.
iC3D is an all-in-one packaging application that allows designers to generate 3D digital prototypes in real-time for all types of packaging, including cartons, labels, flexibles, bottles, POS/POP and shrink wraps.


The high speed and ease-of-use of iC3D’s Shrink and Shrink Correction features were “game-changers”.


“The crucial difference with iC3D is its astonishing speed,” said Martin Hawkins, group operations director at Sun Branding. “We trialed other plug-ins and standalone products for this kind of work but the quickest turnaround we achieved was little under eight hours. iC3D rendered the same job in a matter of seconds, literally.”


Nick Gilmore, chief executive of Creative Edge Software, said for most creative agencies and brand managers, one of the main pitfalls of packaging development is that the process of ideation, design and production is fragmented. “iC3D is a powerful solution for road testing ideas, allowing full, photorealistic 3D mock-ups at any and every stage of the design process.”