Landor Associates has redesigned the packaging, brand identity and new variant naming for Bold 2in1. The first Procter & Gamble work to be run out of Landor’s London office, the new identity is part of a major marketing campaign for the brand and includes a TV advertising push. The brief for the new design was to create a clear and ownable visualisation of the ‘2in1’ concept, which combines detergent and fabric conditioner in a single package. The new work ‘brings back the original heritage’ of Bold 2in1, according to a spokeswoman for Landor. The boxes feature different colours that correspond with the newly named variants of the product. Ocean Clear is blue, Summer Breeze is yellow and Woodland Rain is green.
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