global portfolio harmonisation
Brand Strategy . Innovation . Visual Identity . Packaging Design . Structural Design . Range Architecture . Production
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.
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.
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.
Global Brand Director, Sure and Rexona