Forever New Fashion Care is a brand of clean-rinsing specialty laundry care formulated to help your clothes last longer. Over the years they’ve added new products to their line-up, selling mainly in specialty stores (Bikini Village, La Vie en Rose) and online.
The Enemy
With a desire to expand into the US, the brand faced both a trademark infringement problem with the brand name “Forever New” and a product identity that was fragmented. Not only did they need to revise their brand name, but they also needed a cohesive identity for brand and packaging.
The solution
We honed in the unique value proposition of the brand which was that with the clean-rinsing formula, clothes would last longer. We renamed the brand Forever & Ever, holding onto the legacy of the original Forever New brand name but leaning into the defined UVP of clothing lasting longer. We edited the design system so that the products lived together as a family, and expanded the illustration look and feel to lean into the clean-rinsing, plant based ingredients. The copy brought the UVP and features to life, with a charming and caring tone that focused on benefits vs. function.
