Packaging News - Century-Old Brand Sporting A New Look

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Packaging News - Century-Old Brand Sporting A New Look

In recent packaging news, Fuller Brush, a brand that's been around for 108 years and is recognized by most consumers, has recently undergone a "makeover" of its Stanley 100 detergent in an effort to appeal to younger consumers, and penetrate mass market chains according to a recent article at Packaging World. Originally a multi-level marketing brand with a sales force who went door to door selling brooms, brushes, and other commercial and home cleaning products, as well as personal care items. The company, which has been around since 1906, has been known for generations and has been looked upon as somewhat of an "old-fashioned" brand, appealing to many. Now, though, the strategy has changed a bit since new owners, Victory Park Capital, took over. The redesign of the Stanley 100 detergent is innovative and somewhat unique, given that the HDPE 25% PCR bottle holds 50 oz. and is inspired by an old-fashioned milk bottle. Prior to the redesign, the product was available in 10 lb. powder variety and 130 oz. liquid, packaging that was somewhat bulky and space-consuming. Berlin Packaging's Studio, One Eleven, is responsible for the new design of the Stanley 100 detergent bottle with features including:

  • Eco-friendly packaging which consists of 25% recycle materials
  • Dosing cap that makes looking for lines inside obsolete, as the cap measures the .5 oz. dose for a single load
  • Pouring with one hand is simple due to the ergonomic handle
  • The bottle, inspired by old time milk jugs, pays homage to Fuller's long history in the marketplace
At Markem-Imaje, we know the importance of packaging design for attracting target consumers and building your brand. Manufacturers in the food, beverage, and personal care industries can rely on our industrial printing equipment for indelible coding and marking of best-by dates, ingredients, nutrition information, and more.

January 10, 2014
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