• Transform magazine
  • November 29, 2023


Design Bridge Singapore rebrands Australian fabric softener brand

TT 16 November Fluffy

Global design agency Design Bridge worked with Colgate-Palmolive Australia to develop a new identity and packaging for fabric care brand, Fluffy.

The fabric care category in Australia traditionally revolves around a visual language that conveys functional benefits relating to scent and softness. Fluffy aimed to differentiate itself and take a bolder and more colourful approach.

Centred around the design concept of ‘Spark Joy’ the new work is anchored in the power of touch and smell, and its effect on mood. The idea is that it can fill people’s everyday routines with positive moments of ‘joy’. This manifests itself within the new ‘spark’ visual identity.

“Often refreshing packaging for a category leader is an incremental exercise in evolving assets. But the brief from the brilliant Fluffy brand team was to leverage their leadership position to really redefine the rules of the category, by creating packs that deliver a big bold personality and emotional benefit rather than generic floral designs. The result is immediate and impactful with a bold burst of sensorial joy that leaps off the shelf,” says Tim Siro, executive creative director Design Bridge Singapore.

"Fluffy is a market leader in the fabric care category, offering great products for more than 30 years to Australian households. Fluffy’s brand identity revolves around bringing a touch of joy to everyday moments, with the dynamic new design communicating joy through different sources of imagination and bursts of fragrances,” says Anthony Crewes, marketing director at Colgate-Palmolive ANZ.