GLOBAL – Design consultancy Casa Rex has developed the packaging and global guidelines for Unilever’s new mouthwash range, Expert Protection.
The general consensus was that the previous mouthwash packaging failed to portray the product’s high quality credentials. Instead, it presented a cluttered image composed of scattered text and icons which did nothing to help consumers recognize each product or its respective functional benefits.
Cleaner product range
Gustavo Piqueira, head of Casa Rex and the project’s creative director, said, “Signal, along with the other Unilever Oral Care brans, takes on new life through a fresh burst of movement, and a new prime position at the top of the packs, whilst the Expert Protection branding introduces new aspirational lines and fluid light effects, endorsing its premium aesthetic and alignment with its high quality proposition.”
He explained, “By removing unnecessary clutter and reorganizing each variant’s key benefit visuals, a new easily understandable 3-step hierarchy was created, with prominent branding and clearer differentiation through highlighted sub-brand areas for each variant and their respective benefits.
“The result is a strong product line identity with clear benefits and maximized on-shelf appeal.”
With offices in Sao Paulo and London, Casa Rex is an international design consultancy with a multi-cultural team of almost 40 people, developing strategic design for global consume brands; original design for editorial, corporate and environmental projects; and cutting-edge experimental design for anything from typefaces to homeware.