The No.1 in the deodorant market wanted to design a sporty new look that would tap into the passion that the brand’s core consumers all over the world have for football. Our brief was to create a fresh brand identity for a limited-edition range that celebrates this universal love for the beautiful game, while reinforcing Rexona’s stay-fresher-for-longer messaging and supporting its ‘live more, move more’ ethos.
Working closely with the brand team at Unilever our approach was to respect the brand’s existing assets and amplify them. This was achieved by adapting the on-pack elements to replicate sportswear, with the lead message and product benefit — 48 hour protection — redesigned to look like a team number. We have delivered a pack structure that works globally. Argentina, Brazil, Columbia, Ecuador, Egypt, England, Germany, Mexico, Poland, Russia and Spain have all made the line-up.