Glad, a trusted household staple since its inception in the USA in 1963, has long been synonymous with reliable kitchen solutions that enhance everyday living. As the product line evolved, inconsistencies in packaging emerged, prompting the brand to pursue a unified and professional visual identity and packaging system. This refresh aims to bring clarity and relevance to Glad’s offerings for today’s audience, encompassing everything from the logo to the complete packaging range across over 40 SKUs for the Hong Kong region.

The Chinese logotype has been refreshed to ensure seamless alignment with the existing English logotype, mirroring essential elements such as stroke thickness, shadow effects, and overall logotype characteristics.

The packaging revamp enhances clarity and coherence by redesigning the information system to effectively address hierarchy issues. This includes incorporating bilingual product names, sizes, unique selling points, safety information, cautions, slogans, and company details. This well-structured format enhances product visibility and effectively communicates essential features. A technology-focused window section featuring new imagery has been introduced to enhance product communication. Textures that replicate the functionality of the products—such as cling film and aluminium foil—have been applied, while the accompanying imagery accurately represents the product size. The dimensions of the photographed objects effectively convey the actual size of the product, ensuring consumers understand what to expect. This revitalisation enhances Glad’s image as a trustworthy and professional brand, showcasing its commitment to innovation and excellence in delivering dependable kitchen solutions for modern living.