Revitalising the visual identity of Rexona’s skin cleansing range to support its relaunch throughout Latin America.
The Unilever-owned brand, more famous for its range of deodorants and antiperspirants, wanted to break through skin cleansing category conventions with packaging that appealed to active adults. The design solution needed to unite the brand’s current ranges with a single visual expression that reflected Rexona’s values of strength and empowerment.
“We needed to come up with a creative solution that encouraged young adults to stay active and stay fresh,” comments Fiona Florence, Managing Director at JDO. “Bringing the brand’s ‘Move more, live more’ purpose to life, we wanted the new design to deliver on cleanliness, protection and powerful freshness, as well as a strong impact at shelf.”
With a bold emphasis on colourful benefit-led ingredients, together with colour cues of efficacy, the redesign has given the Rexona brand credibility in the anti-bacterial skin cleansing space.
Paul Drake, JDO Founder and Creative Director at JDO commented: “As a brand with a strong reputation worldwide, we needed to respect Rexona’s global masterbrand identity but also get under the skin of local markets needs and nuances. Leveraging Rexona’s famous tick asset, we provided a visual expression that was so strong, it has since been adopted by other markets in the Rexona network, including Central Eastern Europe and South Africa (Shield). “