Sun Products’ new product innovation, Snuggle Plus, is designed to make clothes cuddly soft while eliminating odors—not just covering them. The brand challenged design agency HMSDesign to create a visual identity for the premium lineup that would help differentiate it from the base Snuggle brand while still maintaining a family relationship. To achieve this, the agency developed a strong brand stamp leveraging core equities while evolving the base brand’s swirling blue texture into a modern overlay of fresh colors.