A Vibrant Performance
Unilever’s male and female deodorant brand is truly global. However, with four different names in different regions plus multiple ranges and hundreds of variants, the complexity of the range had led to inconsistencies that were eroding the status of the masterbrand. Working with the global team Echo first created the unifying brand and design idea, ‘Vibrant Performance’. We then re-crafted the brand identity, unifying the iconic ‘tick’ brand mark across all markets as well as redesigning the entire portfolio of variants.
Echo continues to work as global brand guardian as well as collaborating on innovation.
Design for Manufacture
An elegant solution to tough competition
As the result of P&G’s launch of Secrets in the US, Unilever needed to respond quickly and introduce a new, premium stick deodorant proposition to defend its market share.
To achieve economies of scale this needed to work across both Degree and Dove brands. Echo identified ‘elegance’ as the common attribute and designed a new, double walled pack structure that delivered on this with distinctive premium cues.
The new design was delivered in record time and resulted in a 26% uplift in sales, stealing share and encouraging consumers to trade up.
Future Visioning: From stopping sweat to owning freshness
Echo collaborated with the Rexona Brand and R&D teams to build a future vision for the brand built around the idea of freshness. This opened up a rich pipeline of innovation beyond sweat control, including the immediate launch of deo products for other parts of the body, including feet and breaking into new categories with their first shower range.
A refreshing take on a deodorant brand
Building on the umbrella brand idea of freshness we helped Rexona break out of the deodorants category and launch their first shower product in South America. Using their well-loved fragrance range Echo designed both the structural packaging and brand identity.
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.