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Beardwood & Co. Revives Sure Deodorant Packaging

December 3, 2013

As a deodorant first introduced as a unisex product back in 1973, Sure was surely due for a facelift. New York-based Beardwood & Co. was tapped by Idelle Labs to develop a new identity and new packaging to rekindle brand awareness and communicate Sure’s benefits to consumers on shelf.

 “We began by focusing on the brand benefit: powerful antiperspirant/deodorant protection that a consumer doesn’t have to smell, feel or think about,” said Ryan Lynch, managing partner, Beardwood & Co. “The challenge was to create feminine appeal balanced with the strength and protection that are at the core of the brand’s positioning.”   

The Beardwood design team, led by partner/creative director Sarah Williams, created 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.

In addition, bright pastel hues identify the fragrances for the five SKUs while further expressing the positive attitude and trusted protection.

“The custom cap and purple color act as a beacon on shelf while also communicating a premium image,” said Williams. 

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