BY Armin

Cheerier Cheer

No more than sixteen months ago we reported on the change of the Cheer detergent logo and packaging, and since then we have seen good things (I think) like the introduction of the Cheer Laundress, a lady whose hands you would want your clothes in. It seemed like the brand was moving on. So, it’s very surprising that not even with a year and a half in the market Cheer’s logo and label have changed once again.

The previous change wasn’t too drastic, so I’m certain most consumers didn’t quite notice, allowing for something more pronounced this time around. If there is one thing that is consistent though is the quirky, yet not quite lovable, typography. The dropped “e” adds some dynamism to the mark, but not sure if provides any other function or what it may mean. The bevels, shadows, highlights or whatever those may be are a little awkward, it vibrates, like when you use red on top of green. And the explosion of colors, who knows what it is, but I’m pretty sure the last thing I want for my detergent is to spew colorful blobs on my clothes. Not much to say about the new label other than it is shaped like a drop, so at least it has that going for it. Overall, it does feel cheerier and lighter.

\n\nNo more than sixteen months ago we reported on the change of the Cheer detergent logo and packaging, and since then we have seen good things (I think) like the introduction of the Cheer Laundress, a lady whose hands you would want your clothes in. It seemed like the brand was moving on. So, it's very surprising that not even with a year and a half in the market Cheer's logo and label have changed once again.

Many thanks to our ADV @ UnderConsideration Partners