Cheer laundry detergent recently underwent its third redesign in the past 4 years in order to expand its market reach.

According to Landor, who developed the new look, “The overarching goal in reinventing the Cheer brand was to connect with the untapped Gen-Y consumer, while embracing the brand’s authentic color equity… In order to make the brand relevant for this younger consumer, the wordmark was simplified and contemporized… and a vibrant multi-faceted pixel spectrum was introduced. The end result of the redesign brings to life an unexpected and striking new look for both the brand as well as the entire laundry category.”