Tide

Tide's new detergent bottle was introduced with the launch of their new 2X Ultra concentrate formula. The bottle's circular shape equity frames the brand's iconic bull's-eye logo, while the sleekly angled handle and scallop details help communicate the unparalleled laundry performance consumers expect from Tide. With the 2X concentrate formula, P&G reduced the amount of water in the product while preserving the number of loads per package. The smaller bottle also incorporates more recycled materials than previous designs and allows for greater operational efficiencies.