global portfolio harmonisation


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Brand Strategy  .  Innovation  .  Visual Identity  .  Packaging Design  .  Structural Design  .  Range Architecture  .  Production


Unilever's male and female deodorant brand known in different regions as Sure, Rexona, Shield and Degree is truly global and complex. With a huge number of names, ranges and variants across diverse geographical markets, inconsistencies in the portfolio were eroding the status of the masterbrand.


Echo worked with the marketing team and advertising agency to create a unifying brand and design idea that helped us re-craft the iconic brand identity, unifying the iconic ‘tick’ brand mark across all global markets.

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The new harmonised packaging design across both male and female ranges creates strength, standout and a bold simplicity for the Rexona ranges, reasserting their performance positioning. The design brings harmony whilst allowing for the diversity of numerous range variants and local market needs to be met.

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We have worked as global brand guardian, bringing to life the brand’s core positioning and supporting this with an innovation pipeline of new product development to keep Rexona fresh as it moves into the future.

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Echo was the perfect partner for a project of this scale. They not only delivered a great design solution and managed a hugely complex global implementation, but also helped us define a future strategic vision for the brand to drive our innovation.

Mariano Sampietro

Global Brand Director, Sure and Rexona



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