In household products, procter & gamble&rsquos cascade complete automatic dishwasher detergent calls on shape to communicate the brand&rsquos chief emotional purchase driver confidence that dishes will get clean on the first attempt. As with color, it&rsquos important to understand which values shape communicates to your brand&rsquos target consumer before beginning design work this shared understanding of the impact of design between brand managers and designers is producing eyecatching packaging at p&g. Shape works with color to convey a value message for the reformulated cascade complete allin1 actionpacs automatic dishwasher detergent.p&g identified shape as the means for transforming an everyday dishwasher detergent into a lifestyle brand with panache.shape&rsquos influence on the cascade brand is evident with both the product and the package. The detergent gel is filled in a vortex shape inside the actionpacs dissolvable packs. The packs come inside a clear polypropylene container resembling a jewelry box to be displayed on countertops. The container&rsquos narrow base widens at the shoulder&mdashcontrasting the category&rsquos linear paperboard carton and opaquebottle forms.together, the actionpac and container shapes softly communicate power and instill confidence in cascade&rsquos cleaning capability.