Link: Interbrand

Consumers are becoming more discerning in selecting from mid-tier brands in many product categories. They now expect the excitement they find in premium brands. Procter & Gamble, noting this trend in dishwashing liquid, enlisted Interbrand to review the core equities in its Joy brand and develop a package redesign. The results were as follows:

• A whimsical typeface reminiscent of twists of citrus rinds, which leverages the brand’s citrus scent.

• The introduction of a drop-shaped character, “Droppy,” that brings citrus slices “to life” on the label.

P&G says the redesigned package communicates Joy’s attribute of optimism in achieving shiny dishes with a fresh scent.