Unilever’s personal care products company has been given a new pan-European name, Elida FabergÃ©, and a new identity by Design Bridge.
Formerly known in the UK as Elida Gibbs, the company had different names in different European markets, such as Elida Andrelon in The Netherlands.
Design Bridge creative director Paul Browton says: “The name Elida FabergÃ© was chosen because of all the existing permutations. It is the most prestigious name and allows the brands sold under this company banner to capitalise on the FabergÃ© upmarket values.”
For each international market, the name of the capital city is marked below the identity, for example, Elida FabergÃ© London and Elida FabergÃ© Paris.
An Elida FabergÃ© spokesman says the new identity will appear gradually on packaging for the 30 former Elida Gibbs ranges of products. There is no huge raft of packaging redesigns planned.
The company has not yet decided whether to rebrand its Pond’s products under the Elida FabergÃ© brand, he adds.