Wisk laundry detergent has a bold, dynamic new look courtesy of Little Big Brands. The design speaks to the essence of this iconic brand while providing a canvas to highlight Wisk’s new ‘Stain Spectrum Technology.’ It embraces the brand’s heritage, strengthening its presence with strong red color coding and a powerful new logo.

“Wisk had lost its brand voice over the years,” said John Nunziato, creative director, Little Big Brands. “The brand is now a standout in the category—screaming premium and performance while remaining relevant and approachable to the consumer.”

Overall the design was distilled down and each element addressed for relevancy, current equity, and impact. The result is a brand with renewed depth, dimension and energy. Bottle and label are rich reds and the label itself uses several reds to integrate seamlessly into the structure. The logo was redrawn and maximized in perspective form. The new white logo jumps off shelf.

The addition of reflective foil adds to the premium appearance and strengthens cleaning cues. Smart, modern typography rounds out the label. Lastly, the design was stripped of unnecessary copy, drop shadows, inlines, and fluorescent colors, which made the previous design feel heavy and dated.