Goal: create a style that embodies the brand and the simple joy people feel when they smell Gain. 

My initial sketches and ideas were simple and expressive. I thought the best way to evoke simple happiness was through illustration. I found illustrator Chris Lee, and immediately knew he could create a world of Gain. My team began working with Leo Burnett Toronto and Chase Design Group to create a new look for Gain. We developed characters, graphics, fonts and lines that all aligned with the brand.