Product Ventures Designs New Febreze Bottle

Share Article

Design builds brand equity: iconic & counter-worthy package communicates efficacy, encourages use.

Product Ventures has redesigned the Febreze spray bottle to clearly communicate effective fabric and air care. The challenge was to express a softer, "bringing outdoor freshness in" image and to achieve a new structural equity for the Febreze brand. The distinctive package is an iconic frosted blue translucent HPDE bottle that connotes purity, freshness and a sense of calm – all desirable home environment qualities.

"The package is distinctive from others in the homecare category. Visibly not a surface cleaner or laundry product, the redesign clearly speaks to product function," explains Peter Clarke, President of Product Ventures. "Because of its upscale, elegant design, Febreze is less likely to be relegated to 'out of sight' storage areas. It's attractive enough to proudly leave out for frequent use and convenience."

About the Redesigned Febreze Package

"We're flattered that Procter & Gamble chose us to structurally define the brand with its original launch several years ago," continues Clarke. "And to now have been entrusted to continue its structural evolution is equally meaningful."

Product Ventures' design cleverly uses shape, texture and sculptural elements to convey Febreze's benefits to the consumer. Efficacy, fabric friendliness and outdoor freshness are communicated by the sculptural detail of blowing drapes. This swirling contour suggests the circulation of a revitalizing breeze or a breath of fresh air.

The swan-like profile is confident and proud, subconsciously speaking to effectiveness. Flowing lines and rounded corners distinguish it from both hard surface cleaners and other air deodorizers. The water droplet label panel communicates cleanliness. The color, materials and finish of the stock collar and trigger further distinguish the package. It "pops" at retail, even under the most adverse conditions, like a crowded shelf under poor lighting. The visual elegance of the upscale aesthetic is counter-worthy and is apt to be displayed, which, in turn, increases the number of usage occasions.

About Product Ventures

Product Ventures Ltd. ( …the best kept secret behind the best known brands.SM We are packaging architects, creating innovations for marketplace success. Product Ventures has the right tools, talent, attitude and atmosphere to consistently deliver solutions that fulfill both consumer and business needs. Our commitment to excellence has earned us lasting relationships with the world's leading companies and their most important brands.


Natasha Lopoukhine

Product Ventures Ltd.

Telephone: (203) 319-1119


# # #

Share article on social media or email:

View article via:

Pdf Print

Contact Author

Natasha Lopoukhine
Visit website