Snuggle has created a custom packaging design for its new line of Fresh Spring Flowers fabric softener. The brand partnered with Smith Design to create packaging that would be “disruptive” to the fabric care category.

Smith designed the packaging to complement the existing Snuggle Blue Sparkle product line and to convey the fabric softener as a premium quality product. The design agency—based in Glen Ridge, New Jersey—said it designed the packaging to appeal to consumers looking for “unbeatable softness, fresh scent, uniqueness, performance and quality.”

The design integrates the brand’s classic mascot, the ‘Snuggle Bear,’ as well as pink flower graphics to represent the new scent profile. The flowers match the fabric softener bottle’s pink cap. The line’s sheet boxes feature a predominately pink background.

According to Snuggle’s website, the new Fresh Spring Flowers variety combines freesia, fruit and floral scents. The variant is available in liquid sizes of 40, 60, 90, 120 and 150 loads, as well as boxes of 40, 80 and 120 dryer sheets.

h/t: http://www.thedrum.com/news/2015/07/17/snuggle-fabric-softener-chases-premium-audience-new-packaging-design

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