Unilever is relaunching anti-perspirant brand Lynx Dry with a revamped identity and packaging created by Hull-based design group The Core.
The Core was appointed to the project following a four-way pitch held in June 2004 between United Design, Lippa Pearce and Design Bridge.
It was tasked with redesigning the anti-perspirant product range across three key formats – a deodorant stick, roll-on and an aerosol spray – and 12 variants.
The Core has created a reworked font, refreshed the typography, redesigned icons and ‘re-energised’ the look of the products to emphasise their ‘dry’ proposition.
It has also developed a ‘lighter, brighter background’ featuring a sharp, silver colour palette and made use of new printing techniques to generate a matt and gloss feel for the packaging, says Alastair Whiteley, creative director at The Core. The aim was to differentiate the entire range from its sister aerosol body spray collection, which in general boasts a higher consumer awareness, explains Dan Burdett, senior brand manager for Axe Global Brand Development.
The Core has ‘differentiated the Lynx Dry range from the core body spray range’, he adds.
The products will launch across North America, South America, Asia and Europe.