Snuggle Settles Into Modern Rebrand

Snuggle is lifting the blanket off a fresh rebrand revitalizing its iconic look while staying true to its promise of comforting softness and fresh scents.

The updated Snuggle brand product line, which includes fabric softener, dryer sheets and scent booster crystals, retains the same signature scents loved by consumers for nearly a half-century.

“We’re incredibly excited about the new look and brand promise we’re unveiling with Snuggle,” said Allison Feldman, vice president, marketing – Fabric Softener & 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.”

‘The Snuggle Promise’

As part of its rebrand, Snuggle has modernized its visual identity, focusing on updated graphics, packaging and a refreshed bear and logo design.

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 that Snuggle brand provides.

The updated scent portfolio includes the floral notes of Blue Sparkle, Island Hibiscus, Lavender Breeze, SuperFresh Morning Breeze and SuperFresh Spring Burst.