Ajax revamp to clean up French

Cleaning brand Ajax has been revamped and extended in a pan-European project carried out by French consultancy Paris Venise Design.

“The target was to create a strong brand identity allowing synergies between all the products,” says Paris Venise project manager Bertrand Chovet.

The group won the job in a paid creative pitch which included fellow Paris consultancy Dragon Rouge.

More than 30 products have been rebranded for France, Germany and Italy. The UK and other European markets will follow, says Paris Venise project manager Stéphane Ricou.

Colgate-Palmolive has also introduced Fête des Fleurs, a new three-strong product range under the Ajax brand which launched last week.

Paris Venise’s rebranding of Colgate-Palmolive’s disinfecting and bleaching product La Croix Eau de Javel also goes on-shelf this month.