Earth Friendly Products® has created new visual packaging for its ECOS line, which consists of a dishwashing soap and laundry detergent. The Addison, Illinois-based company appointed MetaDesign to create a contemporary package design that would still be recognizable to longtime customers.

MetaDesign decided to revitalize a few key visual packaging elements from the original design and incorporate them into the new package. The San Francisco-based design agency kept the water theme of the ECOS logo and label, which represents the cleaning products’ green and eco-friendly properties. The team also kept the Earth Friendly Products company logo—which features oranges and lemons—based on consumer research.

MetaDesign gave each cleaning product in the line its own color gradient, but made the labels similar enough to create a unified brand.

Earth Friendly Products CEO Kelly Vlahakis-Hanks said:

“We set out to develop a deeper, more emotional story for our consumers by updating the look and feel of all of our products and rebranding all of our packaging under ECOS, the internationally recognized award-winning green laundry detergent. I am so proud of the new packaging and the way it reflects the powerful attributes of our products, as well as our brand equity and history of manufacturing products using sustainable business practices.”

h/t: http://www.thedieline.com/blog/2015/9/30/ecos

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