Because we’re in the industrial coding and marking industry, we work intimately with the packaging industry to provide the latest coding solutions for ever-changing packaging needs. Recently in packaging news, Illinois-based Earth Friendly Products decided it was time to rebrand its cleaning lines under the ECOS label, working with global brand agency MetaDesign in its efforts.
Earth Friendly Products realized that the labels on the company’s ECOS products neglected to convey the emotional benefits of the brand to buyers, feeling the labels were too heavy with details of the company’s story and history. In working with MetaDesign, it was decided that a more in-depth brand story was necessary to attract consumers – a story of love for people and our planet, and green science innovation.
In its redesign efforts, Earth Friendly Products and MetaDesign created a modern, ergonomic bottle for the Dishmate dish detergent that includes vibrant, fresh graphics. The new PET container features a rectangular, tapered silhouette with long facets on the sides which reflect light; the width makes the bottle easy to hold and use, and offers a flip-top cap. New label graphics underscore the company’s commitment to protect the earth’s resources, displaying a water drop and background water imagery. With six fragrances available, each has an icon and different background color to make scent choice simple for consumers.
Consumers identified strongly with the old logo, a circle containing the company’s name and an orange/lemon illustration on the inside of the circle, so MetaDesign decided to retain this element because of the consumer identification – although the circle is much smaller now, it represents a seal of approval for consumers.
Rebranding is critical for all types of products today, particularly those that have been around for decades and need a fresh, modern look that appeals to consumers not only visually, but emotionally as well.
At REA JET, we provide industrial coding and marking solutions for many industries including packaging, foods, beverages, plastics, pharmaceuticals, and many more. For exceptional products, inks and consumables, and service, count on our team to deliver beyond your expectations.