Woolite® Updates a Venerable Brand with a Line of New Bottles Designed and Developed by One80 Design of New York City

Reckitt Benkiser, Inc., the manufacturer of Woolite® Fabric Wash turned to One80 Design in New York City for help in re-launching the venerable brand with a new range of bottle structures that elevates brand imagery and optimizes user functionality. One80 Design was responsible for both the conceptual and design development effort for the new package structure line-up.

New York, NY (PRWEB) March 27, 2005 -- Reckitt Benkiser, Inc., the manufacturer of Woolite® Fabric Wash turned to One80 Design in New York City for help in re-launching the venerable brand with a new range of bottle structures that elevates brand imagery and optimizes user functionality. One80 Design was responsible for both the conceptual and design development effort for the new package structure line-up. All Woolite products (Original, Dark Laundry and High Efficiency) are currently rolling out in the new bottle design, to be available in several sizes.

The distinctive, in-molded wave" pattern in each bottle suggests attributes of the brand, such as safe, gentle care, and reinforces imagery of smooth, flowing fabric. As well, a new ergonomic handle design insures a firm and comfortable grip for the larger sizes. The shape of the handle fits the contours of the hand to help manage the weight and reduce stress in lifting and pouring.

The powerful imagery of the package structure, in conjunction with updated new graphics, is immediately recognizable in a retail context next to less evocative competitors. One goal was to drive home the core values of the brand. We utilized the strong Woolite stripe equity and evolved it with physical dimensionality and a sense of fluid movement to act as the focal-point for the new package structure line-up", said Jim Warner, Managing Partner of One80 Design, who led the design effort. Marsh, Inc. worked closely with One80 Design and led the label design work.

One80 Design is a product and package innovation and design firm located in New York City. Led by Jim Warner and Ken Miller, the firm delivers focused insight, profound creativity and actionable design for successful product and package structure solutions. Clients in consumer packaged goods and durables rely on One80 Design for Innovation with Direction®, yielding product and package structure innovation that captivates consumers in the store and delights them in use.

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