CRAFT VISUAL EQUITY

Glade’s portfolio lacked consistency and did not provide a visual link back to the brand heart. Through under-defined design pillars Glade products share no consistent design language creating a missed opportunity at shelf and in home to reinforce visual attributes that support and expand the Glade brand mission.

How might we reinforce the brand mission through Visual Brand Language and create key distinctive assets that harmonize the look and feel of the Glade brand?

Partnered with Consumer insights, and Marketing to translated Glade brand mission into distinctive visual assets that physically represent Glade’s point of difference, identity, and personality. Defined new protectable distinctive assets that can be leveraged across primary formats and future innovations to unify the Glade portfolio into one family.

Glade has a compelling lineup of new products that reinforce the brand heart, and protectable visual assets to build a cohesive brand look and feel both at shelf and in the home. Quantitative testing shows increased purchase intent.  Intro to Market January 2019.