On a recent trip to Target, I was taking my usual route to grab the essentials: toilet paper, paper towels, and laundry detergent. As I entered the laundry aisle, I knew I would be grabbing the name brand that was on sale, or at least whichever was cheapest. As I reached down to pick up a bottle of Gain detergent, I literally did a double take as I noticed the midnight blue Cheer bottle resting on the shelf.
For the first time, I had actually noticed that Cheer existed. Apparently, the P&G brand tried to be noticed several times in recent years, as this redesign was their third attempt at a different look. I’d have to say that this is definitely the best rendition, and in my opinion, the best looking bottle on the shelf.
The new design is clean and simple with a beautifully bold color palette to liven things up. The teardrop label contains a triangulated pixel pattern of the color palette, the refined Cheer logotype and a small tagline that reads “Stay Colorful”. The bright colors pop perfectly against the dark blue of the bottle, while the white space with the Cheer logotype provides just the right amount of simplicity to contrast the colors. Typically, I would disagree with the use of the lowercase “e” in the Cheer logotype, but in this case, the angled crossbars seem to add the necessary “cheerful” touch.
The folks at Landor provided the brains and skill to create the revamped Cheer brand, striving to connect with the untapped Gen-Y consumer. It seems smart, in my opinion, to grab hold of a younger demographic in an industry where it hasn’t necessarily been done. Gaining loyalty among college students could easily result in a lifetime connection with the Cheer brand. Landor has managed to create the brand by utilizing classic design sensibilities with a modern, bold approach to color and package design. Overall, I think they’ve married the two very well and have gained a new customer on this end. Oh yeah, did I mention this stuff smells incredibly good?
Neil Ryan, Senior Designer
