A clean look for wipes

-- Packaging Digest, 7/1/2007

Be it at school, office, vacations or elsewhere, HBA Mfg.'s easy-to-use, portable wipes under the iCare brand get a package redesign as they move to compete with other top-tier brands. The products are about to roll out nationally in large drugstore chains. Consumers can carry the high-density polyethylene canisters and polyethylene pouches (a liquid hand sanitizer also comes in 2- and 8-oz polyethylene terephthalate bottles) along to handle numerous health and beauty-care needs. This spring, HBA expanded the brand of antibacterial wipes to include several new versions for cosmetic/facecare, childcare, eyecare and healthcare. Using a design architecture from New York-based Moxie (www.moxietm.com), HBA redesigned the original package and created a look for the new products. A new brandmark in a bold font commands shelf attention and evokes the softness of the product. The lettering is printed in silver foil. The packs contain 15 to 16 wipes, depending on the variety. The antibacterial version retains an orange color scheme that communicates their citrus scent. A color gradation on the label, a stylized orange graphic and clean, crisp typography add to the premium image. Primary colors in the graphic design call attention to the kids' wipes product, while the makeup remover cleansing towlettes are distinguished with pale green and blue shades. A gender-neutral metallic silver and blue gradient label gives a premium look to the lenscare wipes.

Says Moxie's creative principal, Tammy Vaserstein, the redesign results in a premium, cohesive look.