P&G – BOLD Fabric Care Detergent

Bold, a Latin American laundry care brand from Procter & Gamble approached us to help them re-envision and redesign their packaging. Bold sought
to establish itself as a brand that lets you pamper your loved ones through clean clothes while communicating this as an expression of love.

Our approach was to redesign the Bold brand to appeal to the target market through emotional and contextual imagery, graphic patterns, approachable
& friendly typography, appealing color palette, and iconizing the “B” of Bold in the shape of a heart.

Our process started with concept design moodboards.  The direction selected was “Love is Written with B”

Process – typography exploration

Process – package exploration