As part of the move to ultra-concentrate washing detergent (same no. of washes in a pack that’s half the size, creating less bulk and less environmental impact), Scarlet created new carton packaging for Drive incorporating an overdue face lift.  The brief was to evolve the graphics, modernising the brand and consolidating its established “stain removal” positioning. Scarlet created a more contemporary, 3D logo cementing the brand’s technological edge, also adding a drop shadow, to give the brand stronger standout on shelf. To further reinforce Drive’s stain removal credentials, the new logo is accented with a burst of light. Differentiation amongst variants was also improved by colour coding.