Echo Brand Design recreates Brylcreem range

Echo Brand Design has created new branding and packaging for Brylcreem.

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.

Hide Comments (5)Show Comments (5)
  • Ricky November 30, -0001 at 12:00 am

    Think it will look good on the shelves – but whether it will stand out is another story…

  • Andrew Budell November 30, -0001 at 12:00 am

    Good to see they’ve retained some of the old red & blue colour coding, but not sure if they will have the same shelf presence as they used to have. Lets hope the through-the-line campaign works.

  • Joanna Allen November 30, -0001 at 12:00 am

    I think initial impact is low, however the detailing (e.g. the tub lid) and finish have enough flair to make it a desirable product for the bathroom shelf. It is a good mix of manly, mature and understated with a younger and vibrant inner confidence… If this is a good reflection of its target market, which we can assume it is, it should build a very loyal following!

  • peter November 30, -0001 at 12:00 am

    Hi I inherited two old jars of Brylcream approx 750mm in good condition, on top of the jars is a chrome dispenser, were can I optain more info

  • ted williams November 30, -0001 at 12:00 am

    I have been using brylcreem since 1960 almost did not buy it because of the different look sure hope it is the same as it was

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