A boost of cool freshness!

Each variety has its own colour-coded dynamic circle, symbolizing ultimate freshness.

LISTEN

Rexona has been the expert in tackling perspiration and body odor since the 1960s. The world's most famous deodorant brand now boasts some 49 different products. Their deodorant variant which contains no aluminium salts is particularly successful on the German market. Even without this additional benefit, the Rexona brand promises ultimate freshness and efficacy. The brief was to communicate this message even more clearly in the future by means of the packaging design.

UNDERSTAND

HAJOK Design was commissioned with the relaunch of the aluminium-free deodorant range from Rexona. 0% - this USP was clearly the focus of the original packaging design. In the new design, however, the freshness boost aspect was to have a central role, conveying performance and dynamism.

CREATE

The new key visual is a circular explosion of colour with silver microcapsules, symbolizing the fresh fragrance ingredient. Thanks to the intense colour and enhancement through print finishing techniques, the new packaging design is an absolute eye-catcher. Strong shelf-impact is guaranteed, both in the shop and in the bathroom, with the range promising freshness and dependability whatever the situation.