Second wind for Radox identity

Radox this week launches with a revamped identity designed by Hurricane, as the established bath and shower products brand seeks to reposition itself with a herbal heritage and see off any potential own-brand copycats.

The revamped identity, which has to work across male, female and unisex product categories for bath, shower and handwash products, will be applied to handwash from this week before rolling out across the product range. Both consultancy and client refuse to disclose the fee for the work.

The consultancy has reshaped the Radox logo into an obvious green leaf ‘which could be more relevant in the context of herbs and minerals’, says Hurricane managing director David Myerson. ‘It’s a subtle evolution.’

‘Brand leaders such as Radox mustn’t become stale, but try to remain relevant. The danger is it can get copied by own-brand products, so should try to stay ahead of its rivals,’ Myerson adds.

Sam Deasy, marketing manager at Radox owner Sara Lee, says the new look underpins the brand’s current repositioning toward its herbal roots. ‘We want to build on Radox’s natural heritage,’ she says.

Hurricane won the work without a pitch on the strength of a five-year working relationship with Radox, Deasy says. Sara Lee does not operate a roster but works regularly with FutureBrand and Design Bridge as well as Hurricane.