Applications: Starting Clean
The redesigned labels for the iCare wipes line feature bold sans serif fonts, a new
water drop icon, and graphics that are specific to each product category.
Redesigned packaging seeks to make iCare wipes more competitive on store shelves.
By Jennifer Kwok, Managing EditorHealth and beauty product marketer HBA Manufacturing has redesigned the packaging for its iCare wipes for facial cleansing, childcare, eyewear, and healthcare. The brand’s goal was to create a stronger look while maintaining a soft feel that conveys the nature of the wipes products.
“In terms of the new packaging, we [made some changes] to create better visibility on crowded shelves,” says Steve Shapiro, president of HBA Manufacturing. “We wanted customers to know what the product was without having to look at the package twice. I think the challenge for us was that we needed a bolder, cleaner look on some of our products, without sacrificing the soft image of the products.”
New York design firm MoxieTM was called in to do the restaging. MoxieTM’s first job was to re-design the line’s logo and labels. The new logo was designed with a bold sans serif font. Rounded letters convey the soft feel of the antibacterial wipes. The letters were printed in silver foil to communicate quality.
A cyan image of a water drop was added to convey the notion of moisture. The drop was placed in a small arch at the top of the label. This arch also indicates where the pouch tears open. The label panel peels down to reveal another panel printed with product information.
Prior to the redesign, iCare’s old labels made less of a visual impact.
The original iCare antibacterial wipes package consisted of an orange polyethylene pouch. For brand recognition, the orange pouch was also used for the redesigned version, but the label was updated with gradated colors and new typography. No structural changes were made to the pouch.
Different graphics were designed for the line’s kids wipes and lens wipes labels. The kids label features primary colors of blue and yellow and illustrations of a yellow handprint and a child. The makeup-remover towelette labels have a premium, metallic finish and pale green and blue shades to convey the products’ soothing, cleansing, and hypoallergenic qualities and aloe ingredients. Finally, the lens care wipes are packaged in metallic silver and blue for a gender-neutral look.
HBA Manufacturing also added line extensions—new high-density polyethylene canisters for the antibacterial and kids wipes. “The new bottles were chosen for the iCare line to better serve the current marketplace,” says Shapiro. “We have brought our travel pack antibacterial wipes to market with great success. Bringing the 40-count canister out was the natural progression, given our success with the travel pack.”
He continues, “There is a fine line you need to be aware of when going for a bold, yet soft, look in a package. Our design team at MoxieTM really pulled through on these items.”