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Sure Deodorant Gets a Makeover

November 7, 2013

New packaging for classic product.

Since Sure deodorant was first introduced as a unisex product back in 1973, the competitive set has gotten quite extensive and equally complicated. Now owned by Idelle Labs, the brand is being refocused to appeal to women with the promise of, “Lasts All Day.”
New York-based Beardwood & Co. was tapped by Idelle Labs to develop a new identity as well as structural and graphic packaging to rekindle brand awareness and communicate its benefits to consumers on shelf.


The Beardwood design team then went to work on creating a balance of white space and color with cool tones that pop, yet are sophisticated. Central to the identity is a new logo and infinity symbol that consumers in focus groups agreed signified that the product really works. The logo’s strong, modern typeface provides increased legibility and recognition while its dark color pops in contrast to the white package structure. A new custom closure and graphics in a purple color palette help it stand out in a crowded category. Bright pastel hues identify the fragrances for the five SKUs while further expressing the positive attitude and trusted protection, said the company.


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