Snuggle
Bulletproof
Branding, Package Design, Illustration
Team appreciation:
Holly Karlsson, CD:
Tierney Latella, ADD
Snuggle, the iconic scent of softness for generations, was ready for a refresh (pun intended) to connect with today’s families and strengthen it’s cuddly roots.
In a category dominated by clinical whites and overpowering scents, Snuggle leaned back into what made it unforgettable—emotional softness. The redesign puts the beloved bear front and center, with refreshed warmth and personality that channel pure hygge—that sense of effortless comfort you never want to leave. A streamlined system makes the range easy to shop, while richer colors and tactile cues dial up the sensory appeal. The result is a modern, huggable presence that delivers the Snuggle feeling before the bottle is even opened.