Awakening the senses
Pragmatically, Bold is a detergent and softener – yet its heart appeals directly to consumers looking for more than mere cleaning of their laundry, being much more motivated by the idea of providing more sensorial benefits, like scent and softness, to their families. Harnessing that understanding was fundamental in creating an holistic brand expression to engage these consumers completely on an emotional level. With the fragrant joy of a sensorial garden providing an abundance of inspiration for pi’s re-launch of the Bold brand — and brand architecture reframed – pi created a swirling vortex as a potent symbol to convey both the efficacy and evocative multi-sensorial experience. Beautiful aromas such as ‘Sparkling Pomegranate & Orange Blossom’ rotate to release their vibrant and distinctive flavors and this idea is carried across to reach all consumer touch-points as vivid and emotive expression of the brand’s benefits. In fact, at the shelf, the brand has achieved even greater presence as pi’s design now accommodates a re-crafted brand icon with refined lettering and a remolded yin and yang and this acts to leverage the branding unit to work as a brand unifier on shelf across formats and variants to truly maximize standout for the consumer.