Breaking News

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.


  • Fit for Fitness

    Fit for Fitness

    Christine Esposito, Associate Editor||February 21, 2017
    Kinx Active is a new brand targeting women who want beauty products that can stand up to their fitness routines.

  • Cargo Says Aloha To Spring/Summer

    Cargo Says Aloha To Spring/Summer

    Christine Esposito, Associate Editor||February 13, 2017
    Cargo Cosmetics has rolled out its new Spring/Summer collection with Hawiianan singer Anuhea.

  • Cashing In on Coconuts

    Cashing In on Coconuts

    Melissa Meisel, Associate Editor||February 6, 2017
    Organic to Green is making waves for its new oils and eco-friendly packaging.

  • Trade Association Directory 2017

    February 2, 2017
    Contact details of trade associations that serve various segments of our industry and are mentioned frequently in Happi.

  • What the Halal  Is Going On?

    What the Halal Is Going On?

    Imogen Matthews , In-Cosmetics||February 2, 2017
    Demand for these beauty products is surging thanks to a fastgrowing Muslim population.

  • Relief for Sensitive Scalps

    Relief for Sensitive Scalps

    Guadalupe Pellon and Annette Mehling , BASF||February 2, 2017
    BASF researchers detail the attributes of the company’s highly effective hair care system focusing on scalp sensitivity.