Brand Strategy . Structural Packaging and Identity Design
The US deodorant market was full of straight-sided stick packs, similar structures across brands with little innovation or premiumisation. Unilever wanted to take the lead with a more elegant, shapely and aspirational multi-brand product – and they needed to move fast.
Echo’s combination of integrated design expertise and agile, flexible approach to prototypal design meant that we could quickly align complex stakeholders to work together quickly and efficiently.
It took just seven months to progress from concept to design lock – a record speed for Unilever.
We designed a pack structure that was shared between the Degree and Dove brands and used surface finish, translucency, colour and identity to create two unique packs that supported the personality for each brand. Working across category, the new design is more vibrant and aspirational creating a highly sensorial user experience.
The resulting design stole share from the competitors and encouraged trade up from the base ranges.