A closer look at the newest trends in today's packaging.

Expanding wipes family gets makeover

HBA Manufacturing is expanding beyond its initial line of wipes for health and beauty care needs. In the spring of 2007, it began extending its iCare brand of antibacterial wipes into large drug store chains with versions for cosmetic-face care, childcare, eyewear, and health care in plastic tubs and pouches. The broader range of products required a cohesive look across the product family that could compete with leading competitors.

The product packaging's new design, created by Moxie™, features a new iCare brandmark with a bold sans-serif font for shelf presence and round letter forms to evoke product softness, says Tammy Vaserstein, Principal at Moxie™.

Above the typeface, a bright cyan dimensional drop and letterforms, printed in silver foil, communicate two key product attributes—moisture and quality.

One notable convenience feature on the package is an arch, which indicates where the package has been opened. The arch extends to a larger panel containing product information.

Each of these elements creates a template for each product and allows enough area on the label for design elements appropriate for each category.

The redesign of the antibacterial wipes retains the equity of the product's familiar orange pouch and communicates a citrus product scent. Gradation has been added to the label to heighten perceptions of a premium product.

Blue and yellow signify the new Kids Fresh wipes line, with an illustration of a child's handprint and a child at play on the front label to help grab mom's attention.

For two varieties of make-up remover, pale green and blue shades communicate the product's soothing, cleansing, and hypoallergenic benefits. A metallic finish supports the perception of a premium product.

The metallic finish extends to the packaging for lens care wipes. This line distinguishes itself from make-up remover with a blue-and-silver gradient label, which also communicates that the product is gender-neutral.

The product packaging's new design, created by Moxie™, features a new iCare brandmark with a bold san serif font for shelf presence and round letter forms to evoke product softness, says Tammy Vaserstein, principal at Moxie™.

Mouth-watering illustrations of fruit and toppings call attention to the ice cream's "freshly made" ingredients and accentuate the product's eye appeal at the point of sale.