Chase Design Group was hired to redesign the Gain packaging and bring new life to the Gain brand. There is overwhelming “sameness” when graphics and bottle shapes are considered so the logo and label need to differentiate the brand. Tide is the best-selling brand but was aimed at a rational, clean-seeking consumer. There was an opportunity for a brand with emotional appeal and Gain’s scent-based products were perfectly positioned to take advantage a growing desire for scented products.

The redesign process started with trend research and in-depth consumer interviews. The consumer research and ethnography revealed that Gain users were engaged with scent on a deep, emotional level. Gain consumers professed a special love of the scent experience Gain brought to their laundry routine. It was this crucial combination of macro market trend and focused consumer insight that drove the redesign.

In 2013 the new Gain packaging hit the shelves with a big splash. A new brand logo led the charge. Lush, sensorial graphics evoke the emotional component of each new scent. Gain is now the fastest growing laundry brand in the P&G portfolio.