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 Guardβs 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 brandβs βTrue Blueβ essence and more effectively target both core brand users and the new Xtreme consumer.
The communications hierarchy and βstaging areasβ on the containers were optimized to better promote the energized Right Guard brandmark. Textured backgrounds and updated icons clearly segment the subbrands. Sportβs running-man image was recast to communicate a contemporary masculine image while Xtremeβs glowing X was amplified to signal a more youthful product experience.