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Snuggle fabric softener chases premium audience with new packaging design

North American fabric softner brand Snuggle is looking to appeal to a premium audience with its newly designed range of packaging by Smith Desisgn.

The brand design agency was tasked by the Sun Products-owned brand to design the packaging for its line of Fresh Spring Flowers fabric softener that would be" disruptive" to the category. Smith designed the packaging to complement the existing Snuggle Blue Sparkle product line and appeal to consumers searching for fresh scent, uniqueness, performance and quality.

The design solution integrates the brands mascot the 'Snuggle Bear,' which represents the brands warm, playful personality, while the new Snuggle Fresh Spring Flowers variant offers loyal Snuggle consumers a uniquely scented fabric softener product and a high performing alternative to new consumers who put a premium on innovation and new scent profiles.

Smith Design is based in Glen Ridge, New Jersey and Carmel, California.