The Snuggle rebrand has been shown off by the brand as part of its initiative to honor its legacy brand status, but also modernized to help connect with today’s shopper. The rebranding effort includes the brand’s fabric softener, dryer sheets and scent booster crystal, which each have the brand’s name in a new cozy font alongside the Snuggle Bear mascot. These aspects are paired with relaxing colors that correspond to the scents, but also a unified brand aesthetic.

Vice President of Marketing – Fabric Softener and Personal Care Brands at owner Henkel Allison Feldman spoke on the Snuggle rebrand saying, “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.”