The Challenge

 Tide a.k.a. ACE, ALO, VIZIR, TIDE in other regions, needed a design refresh, locally led executions, indiscriminate asset proliferation and budget spent made the brand and it’s management become too complex.

Beside the iconic orange jug, tbe brand didn’t own any other familiar asset that could enable more holistic and iconic communication.  

Noise to Signal

Simplify design language to amplify the brand’s iconic assets and connect with consumers leveraging a more vibrant, single-minded visual expression that’s efficiently scalable across markets whilst keeping local familiarity and relevance.

  • Brand Architecture

  • Visual Identity

    Packaging Design

    Creative Direction

    Brand Expression

    Campaign

Man holding a large orange Tide Complete 360 laundry detergent jug against a blue background
Close-up of a colorful blue, orange, and white laundry detergent pod on an orange background
Smiling man in a white shirt pointing upward beside Tide detergent products and text reading “Boosted whites in 1 wash.”

from fragmented to holistically consistent

Collage of Tide and Ace laundry detergent advertisements featuring clean clothes, detergent products, and whitening claims in multiple languages.
Collage of Tide and Ace laundry detergent advertisements featuring products, families, bright whites messaging, laundry pods, and brand websites.

After

Before

Collage of Tide, Ace, and Vizir laundry detergent packages in various colors, scents, sizes, and international packaging designs.
Tide laundry detergent bottles and pouch with Downy Pearls packaging displayed with water droplets on a white background

After

Before

Global Roll-Out presentation graphic showing Tide, Ace, Fab, and other laundry detergent products with colorful overlapping circles and regional rollout status labels.
Tide and Ace laundry detergent brand evolution timeline across Mexico, Greater China, and India, showing packaging changes from the 1950s through 2016.
Tide laundry detergent and Downy fabric softener products in a basket of colorful towels beneath “Lighten the load” text.
Three Tide laundry detergent bottles and matching powder detergent bags arranged with measuring scoops on a light blue wooden surface.
Bottles of Tide laundry detergent covered in suds beside folded white and blue clothes
Yellow Tide baby laundry detergent bottle on a white changing table with folded linens and flowers
Tide laundry detergent advertisement featuring a smiling man holding a bottle with the message “4x cleaner, 2x fresher.”
Tide laundry detergent packages with folded clothes on an orange background

A robust & ownable iconic system inspired from the Brand’s visual heritage: The Bull’s Eye.

Exceeded Success Criteria and built Stronger equity results with significantly higher Value Perception and Willingness to Buy

Drove ~$3.5MM in design costs Savings by simplifying regional artwork activities into a single VisId System.

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