Cheer and Tide asked Landor Associates for detergent packaging that would communicate brand equity at two, very different distances. The first is when a stacked palette of product is viewed from a distance at a Sam's Club, Costco, or similar store. The second is when the package is alone, sitting in the consumer's laundry room.
These two goals were accomplished by using patterning at a scale that is recognizable on individual units yet also marries seamlessly when stacked into a palette. Additionally, changes in scale of brand elements make the product pop when stacked in palettes in huge, warehouse-like stores.