The consultancy was appointed by Brylcreem brand-owner Sara Lee at the beginning of 2008 following a pitch, according to creative director Andrew Capper.
Echo Brand Design has reworked the Brylcreem marque, which has been on packaging for more than 80 years, and also implemented minimal black livery and a red petrol-cap opener for pots.
The consultancy has also improved the graphic architecture with colour-coded icons to denote the different variants.
Capper says the new branding and packaging aims for a ‘smart, more masculine look’. He adds, ‘The brand’s competitors are a bit more androgynous, whereas Brylcreem is exclusively male, so we were able to differentiate the product through colour and detailing.’
He adds, ‘The packaging design not only expresses Brylcreem’s pride in its heritage, but flags up its latest innovations. Combining visual cues that are modern, yet classic and arresting, masculine structural innovation has given this British icon renewed presence and relevance both on shelf and in use.’
Brylcreem’s relaunch is scheduled for October and will be supported by a multimillion pound through-the-line marketing campaign.