COMFORT
2025
Health & Beauty
TBC
Fresher than Fresh
Rebranding a global leader in laundry softener
Comfort has long been a household favourite, trusted by families around the world to bring softness and scent to every wash. But as the fabric care aisle filled up with more and more lookalike brands, it was time for Comfort to stand out.
Our challenge was to redesign its identity and create a brand world that people could truly believe in – one that promised to lift the senses with freshness that goes beyond fresh.
Always in Bloom
We began by developing universal design principles to ensure every element of Comfort’s identity delivered on the brand’s promise across the globe.
The refreshed wordmark steps confidently out from its fabric backdrop, giving the brand clarity and presence. Bold, nature-inspired colours and blossoms in full bloom amplify Comfort’s uplifting freshness at every touchpoint. Together, these sensory-rich elements move Comfort into a more premium space, while keeping the brand cohesive and instantly recognisable.
A Complete Brand Solution
From rethinking portfolio segmentation to redesigning packaging across multiple regions, we created a flexible, future-proof design system that keeps Comfort looking fresh and feeling relevant everywhere. Global packaging was refreshed at scale, while new key visuals bring the same brightness and bloom as the products themselves.
Now, wherever it appears, Comfort bursts with colour and freshness - bold enough to stand out and impossible not to believe in.
Blooming Success
“By uniting the brand globally with a powerfully strategic, fresher-than-fresh identity, the redesign positions Comfort to reinforce its category leadership, bringing a sharper perspective and a more elevated experience to today’s consumer.”
Ricardo Arantes
Global Brand Director at Unilever
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