Snuggle’s rebrand focuses on evoking feelings of home comforts

Snuggle has undergone a total rebrand. 

The brand, which is part of the Henkel portfolio, said it unveiled a new look that continues to push forward its message of comforting softness and fresh scents. 

The revamp was created to honor its legacy and connect with the modern-day shopper, the brand said. The rebrand includes an updated product line including fabric softener, dryer sheets and scent booster crystals.

As a way to modernize its visual identity, Snuggle has changed its graphics and packaging and even given its mascot logo a facelift that reflects a cuddly and comforting presence, the brand said. 

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“We’re incredibly excited about the new look and brand promise we’re unveiling with Snuggle,” said Allison Feldman, vice president of marketing—fabric softener and personal care brands at Henkel. “After extensive research and testing, our team has developed a rebrand that stays true to our core values of comfort and softness, while delivering a modern, refreshed experience. Our goal was to ensure that every product, from the scent to the packaging, continues to offer the same snuggly embrace of home that our consumers have cherished for decades.”

In addition, the new packaging features new scent cues to help shoppers better understand the fragrances, while the newly introduced "The Snuggle Promise" design highlights the key product benefits, the brand shared.