Interbrand

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ecoverinterbrand1|Green household products brand Ecover has hired branding agency Interbrand to help it boost global sales. The pack at the left is the result after two years of work. A pile of shirts, a graphic swirl, an eco symbol, a washing basket and a pink banner for stopping power (‘tough on stains’) have been added. Are those additions making it a more competitive brand? The redesign is sensitive to us, since Indie & The Motor (re)designed the packaging in 2002 (at the right). We then wanted consumers to appreciate Ecover’s integrity and to let them understand that all products are based on plants and mineral ingredients. Will ‘dark green’ and ‘light green’ consumers still get the eco-message with Interbrand’s re-re-design?