Crown Choice

Designed by Murray Brand Communications, United States.

Seeking a brand identity and packaging system for its new line of scrubbers and washcloths, Strategic Asian Imports partnered with Murray Brand Communications to develop designs supportive of a high quality, luxury positioning. To accomplish this, Murray Brand embarked on two design paths. The first employed traditional typography, textures, color and value proposition staging to convey a message of luxury deserving of a higher price point. The second presents photography along with modern color and texture treatments to communicate premium quality through innovation. In the end, bright green was selected as the packaging's primary color to elevate brand blocking on shelf while The Crown Choice brandmark was staged more prominently using a die cut to heighten brand awareness and perceived product quality.