Tide Club Packaging
Tide was introducing a new form into their repertoire—detergent-filled pouches. The big challenge here was communicating to the shopper just what it was they were looking at. To help with this, I encouraged a very simple design, utilizing a large logo, big type and product renders, as well as color blocking to leverage Tide’s iconic assets, and create a pallet that would scream “Tide” from across the store.
In designing the pack, all sides had to be considered—as well as the pallet as a whole—as there’s no way to really control which side will be facing out in store.
Billboarding was used across the faces, wrapping elements around corners to best leverage the pallet as a brand vehicle, and create a unified design that was more than just boxes stacked on top of each other.