In early August we reported on the third design of Cheer detergent in the last four years and it was the one that got the most response. The Cincinnati office of Landor was responsible for the latest design and they have supplied a few more images.
“The overarching goal in reinventing the Cheer brand was to connect with the untapped Gen-Y consumer, while embracing the brand’s authentic color equity. Landor worked closely with P&G Design to evolve Cheer equities including logo, bottle color, and iconic drop shape. In order to make the brand relevant for this younger consumer, the wordmark was simplified and contemporized, lighter blue equity colors were pushed to an arresting midnight blue that breaks through the sea of same at shelf, and a vibrant multi-faceted pixel spectrum was introduced. The end result of the redesign brings to life an unexpected and striking new look for both the brand as well as the entire laundry category.”
— Press Release
Plans are in development for coming back to Europe in Spring of 2018 with the current top contender host city of Barcelona.