Comfort has stepped into a new era with a dynamic reimagining of its global identity and brand world that elevates freshness to new heights. The global laundry softener leader partnered with international brand design agency JDO for this transformative evolution.

“Comfort has been a beloved brand for years, but it needed to break through the sea of sameness in a crowded marketplace,” says Hannah Dunt, Associate Creative Director at JDO. “Our challenge was to put freshness front and centre, creating a brand world that creates belief in the brand’s promise of uplifting comfort freshness. Our solution needed to guide everything from portfolio segmentation to packaging and key visuals, ensuring the brand stayed consistent while pushing its freshness message in a powerful, ownable way.”

JDO began by developing universal design principles to ensure every element of Comfort’s design language amplified the brand’s promise globally. From bold, nature-inspired colours to flowers always in full and fresh bloom, every detail is crafted to create an immersive impact that awakens a new level of freshness for the senses. Alongside a modernised wordmark delivered with uplifting confidence and clarity, these principles help elevate the brand into a more premium space while supporting cohesion across the entire brand.

JDO’s strategic approach extended to portfolio segmentation, developing a flexible, future-proof design that ensures Comfort remains visually compelling, relevant, and adaptable across diverse global markets. A major part of this involved redesigning global packaging, a massive undertaking that spanned multiple regions, alongside developing key visuals (KV) to support brand communications.

“With its new, confident identity and sensory-rich brand world, Comfort is ready to redefine the way consumers experience fabric care, keeping clothes fresh, vibrant, and protected with a level of care that’s truly fresher than fresh,” comments Ricardo Arantes, Global Brand Director at Unilever. “JDO has been a fantastic partner throughout this journey. Their mix of strategic insight and creative expertise has helped us strengthen Comfort’s position as a category leader—bringing a fresh perspective and a more elevated experience for today’s consumer.