HBA Manufacturing's On-the-Go and Easy-to-Use Wipes Extend into New Categories -- iCare Brand Gets a Redesign as it Moves to Compete with Other Top Tier Brands
A redesign for HBA Manufacturing's iCare brand of antibacterial wipes by New York-based MoxieTM, extends the brand across several new categories and provides a fresh, new image for the brand.
New York, NY (PRWEB) June 4, 2007
Whether in planes, trains and automobiles or on the playground, in the office or at the zoo, consumers can conveniently carry packages of wipes to handle numerous health and beauty care needs. This spring, HBA Manufacturing, a manufacturer and distributor of health and beauty care products, is extending its iCare brand of antibacterial wipes and rolling out several new versions for cosmetic/face care, childcare, eyewear and health care in plastic tubs and pouches.
New York-based brand design firm, MoxieTM redesigned the original iCare brandmark, and created a packaging architecture for a redesign of the original package as well as designs for the new products. "The redesign called for a premium and cohesive look and feel, while also creating an architecture that allows each product to compete against other top tier brands in their respective categories," says Tammy Vaserstein, Creative, Principal, MoxieTM.
The new iCare brandmark was designed with a bold san serif font for shelf presence and round letterforms to evoke the softness of the product. A dimensional drop was added above the typeface in bright cyan to convey moisture, while the letterforms printed in silver foil communicates quality. The brandmark rests comfortably within an arch that also indicates where the package is opened. The arch extends to a larger panel that contains all the product information. These elements create a template for each product, while allowing enough area on the label for design elements appropriate for each category.
The redesign of the antibacterial wipes included retaining the equity of the familiar orange package that also communicates the citrus scent. A gradation on the label, a stylized orange graphic and clean, crisp typography add to the premium image. In addition to the plastic tubs and pouches, a liquid hand sanitizer comes in a plastic bottle.
For the new Kids Fresh wipes, primary colors of basic blue and yellow call immediate attention to moms while also appealing to kids. The yellow handprint and illustration of a child at play make it easy to shop the category.
The make-up remover cleansing towlettes come in two varieties, regular (with aloe and vitamin E) and anti-aging (with added vitamin A, retinol, and collagen). Pale green and blue shades communicate the soothing, cleansing, and hypoallergenic elements of the product. A metallic finish adds to the premium look.
Finally, the lens care wipes are packaged in metallic silver with a blue and silver gradient label adding a modern and gender-neutral look.
The products will be rolling out nationally in large drug store chains such as Duane Reade and Rite Aid.
MoxieTM (www. moxietm. com) is an international brand and package design firm with offices in New York, Miami and Latin America.
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