Scope | Strategy + Brand Architecture & Identity + Package Design
Opportunity / Problem
Procter & Gamble came to us with a critical packaging challenge. Their Gillette deodorant brand was getting lost on shelf—most men weren’t even aware that Gillette had offerings in the anti-perspirant/deodorant space. They asked us to help raise the prominence of the brand and increase the premium perception of their products.
Key Discovery / Strategy
We observed that Gillette Deodorant was not embodying the values of its parent brand. The century old company is universally known as an architect of precision and confidence. So we instilled those qualities into a new global design strategy for Gillette Deodorant. We extended these approaches across the brand family, creating a unified look and feel for all their deodorant products, carrying on the company’s tradition of excellence in the men’s grooming category.
Response / Results
The new design has helped get them in the door at key big box retailers from whom they had previously struggled to gain attention. They've achieved 10% overall growth since the redesign debut.
Brand Architecture & Identity