Right Guard is one of those with strong brand recognition among consumers. But the packaging began to look dated and line extensions had weakened Right Guard’s shelf presence, creating a fragmented brand that was difficult to shop.
Gillette enlisted Wallace Church (www.wallacechurch.com), a brand identity and package design firm, to refresh the brand’s “True Blue” essence and more effectively target both core brand users and the new Xtreme consumer.
The communications hierarchy and “staging areas” on the containers were optimized to better promote the energized Right Guard brandmark. Textured backgrounds and updated icons clearly segment the subbrands. Sport’s running-man image was recast to communicate a contemporary masculine image while Xtreme’s glowing X was amplified to signal a more youthful product experience.
