Gillette
Scope | Global Design Strategy + Brand Architecture & Identity + Package Design
North America & Latin America
Procter & Gamble came to Love & The Machine with a challenge. Refresh and modernize their anti-perspirant and deodorant lines to improve brand visibility on shelf, increase premium perception and appeal to a younger audience.
Phase One: We addressed their iconic Clear Gel APDO. Gillette was hesitant to move too far from the existing brand identity, yet they knew that a fresher approach was needed to meet their goals. In order to refresh the brand, we leaned-in to the most ownable quality of the Clear Gel deodorant and made the label as transparent as the product. Nothing to hide here. Additionally, we modernized the typography, redesigned the masthead and began to seed in visual cues about precision and excellence, derived from values of the parent brand, through the strategic use of metallics
Phase Two: With the success of the Clear Gel identity refresh, 10% overall growth since redesign debut, P&G asked Love & The Machine to extend the design thinking into a global identity system. The effort first focused on Invisible Sprays for North American & Latin America as well as Latin American Clinical Deodorant. The aim was to push the bold, modern masculinity of the line without compromising the brands equity or prestige.
