Comfort Detergent
A New Type of Comfort in Laundry Care
Comfort has long been part of Australia’s laundry care story. For generations, its unmistakable, long-lasting fragrance made it the trusted choice for fabric care. But the laundry detergent aisle is where the real battle happens. Detergent is an essential, while fabric conditioner is often seen as optional. Younger shoppers in particular have questioned whether conditioner is worth the extra cost or step.
Comfort recognised an opportunity: extend its brand from fabric conditioner into laundry detergent, but do so with a unique difference grounded in its heritage.
In order to cut through the clutter, we focused on bringing the Comfort brand to life using simplicity and clarity in communication, while introducing a fresh new look.
Our approach focused on the Care Serum – a unique proposition for Comfort Detergent – as a key differentiator, providing an elegant holding device and focal point point. The Care Serum bubble not only captured the essence of detergent but helped communicate the distinct benefits of protection and freshness. The simple concept allowed us to modernise the design while still keeping a modicum of established category cues, such as dynamic movement, fragrant florals and bright colours.
The result is a vibrant stand-out entry into the detergent category by one of our most trusted laundry brands.
In-Depth Case Study
Strategy: Extending from fabric conditioner to detergent
When Comfort extended from fabric conditioner into the laundry detergent category, the core design strategy was about leveraging its strong heritage in softness and fragrance while credibly entering the functional cleaning space.
Equity Leverage – Comfort already owned strong associations with softness, care, and fragrance. The packaging design kept these sensory equities (soothing colours, flowing forms, perfume cues) to reassure loyal consumers.
Category Credentials – To be taken seriously as a detergent (a highly functional, efficacy-driven category), design introduced bold typography, stronger iconography, and clear benefit claims around cleaning power, stain removal, and freshness.
Bridge Visual Language – A balance was struck: gentle, emotional cues (florals, comfort imagery) alongside efficacy cues (power bursts, cleanliness symbols), creating a design “bridge” that conveyed both care and performance.
Differentiation on Shelf – Colour blocking and fragrance-led variants were maintained for recognition, but with a more dynamic pack architecture to signal energy and strength versus traditional conditioners.
Portfolio Consistency – Importantly, the design ensured consistency across conditioner and detergent SKUs so they looked like part of the same Comfort family, building trust while allowing shoppers to “trade across” within the brand.
In short: the design strategy for Comfort’s detergent launch was to translate its emotional heritage of softness into the rational world of cleaning performance, using design to fuse care + efficacy and make the brand a credible player beyond its original category.
Translating Emotional Heritage into Functional Performance
The brand extension strategy was built on three pillars:
Familiarity: it had to look, smell, and feel like Comfort, reassuring loyal fabric conditioner users.
Differentiation: it needed to stand out in the crowded detergent aisle, not just mimic existing players.
Reassurance: it had to prove Comfort’s expertise in fabric care could credibly extend into detergent.
Equity Leverage: Fragrance and Softness Cues
Comfort already owned strong associations with softness, care, and fragrance. The packaging design kept these sensory equities (soothing colours, flowing forms, perfume cues) to reassure loyal consumers.
Category Credentials: Efficacy and Cleaning Symbols
To be taken seriously as a detergent (a highly functional, efficacy-driven category), design introduced bold typography, stronger iconography, and clear benefit claims around cleaning power, stain removal, and freshness.
Key Visual Elements of the New Design System
The Care Serum Droplet was the hero visual device, a bold visual identity that made Comfort’s unique formula high impact. Colour palettes and fragrance cues were also prioritised in the visual hierarchy that connected directly to Comfort’s long history in fabric conditioner and also a recent extension into fragrance beads.
These elements were encompassed within a clean communication hierarchy without compromising the priority focus on the brand logo, ensuring the pack stood out in the laundry care aisle, maximising the chances of being noticed and purchased by existing brand lovers as well as new customers.
Colour palettes and fragrance cues were also prioritised in the visual hierarchy that connected directly to Comfort’s long history in fabric conditioner and also a recent extension into fragrance beads.
These elements were encompassed within a clean communication hierarchy without compromising the priority focus on the brand logo, ensuring the pack stood out in the laundry care aisle.
Expanding Comfort’s Role in Laundry Care
Working closely with Unilever, we created packaging design that reflected both Comfort’s fragrance-led equity and its new role in laundry detergent. Without clear communication of the brand’s new category proposition, it ran the risk of staying positioned as a Fabric Conditioner in consumer’s minds.
The new design system clearly conveyed the brand’s identity while prominently featuring the Detergent functionality with added brand benefit (long-lasting fragrance).
The result was packaging design that balanced heritage and innovation: it looked like Comfort, smelled like Comfort, but now washed clothes too.
What we did:
Packaging Design, Production & Final Art
