Downy Wrinkle Releaser

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Downy Wrinkle Releaser


Downy freshens up their Wrinkle Releaser packaging. 

When Studio One Eleven was brought in to assist in the development of a proprietary package for Downy® Wrinkle Releaser the product was in limited distribution, languishing on the bottom shelf in a stock package that had no color or shape equity ties to the parent brand.

After a thorough audit of the fabric conditioning category and Downy® branded packaging over its 50+ year history, Studio One Eleven developed a series of solutions that ranged from close-in concepts drawing directly from existing Downy® packages to evolutionary departures.

As testimony to the effectiveness of our research and concept development, two of our structural branding solutions were implemented: The first was in place for a 4-year period, helping to bring Wrinkle Releaser from obscurity to eye-level shelf placement and broad distribution. One of our more evolutionary structures was implemented next, helping Downy® Wrinkle Releaser further develop its own unique shape equity.