The Challenge 

Rexona is one of Australia’s most recognised personal care brands.

Unilever engaged Australian packaging design agency, Percept, through a competitive tender process to develop creative packaging design concepts for new products as part of their extended range of Rexona sub-brands. This included creating variants for their Advanced Protection Series, and Clinical Protection Series.

The task for the packaging design agency was to develop a graphic composition that spoke to the desired target audience while not impacting the integrity of the overarching Rexona brand.

The Solution 

For the Advanced Protection series, packaging design agency, Percept, created concepts containing very clean, deep-etched ingredients. The aim was to ensure the concepts very much fit as a cohesive series of Rexona products. 

A similar approach was taken for the Stretch and Track products. However, images of real athletes and dynamic patterns were introduced to create a sense of movement and pace on the front of the packaging design.

The Percept packaging design agency implemented a more premium and scientific aesthetic for the Clinical Care range. Cooler colours and a more structured repetitive graphic pattern was used, housed deliberately around the brand mark to ensure customers could clearly recognise it as a Rexona product.