DURACELL QUANTUM

NEW BATTERY CELL, PACKAGE & CORE VISUAL DESIGN | PROCTER & GAMBLE

To help Duracell launch its most innovative line of batteries, LAM developed the new visual identity which was extended to all touchpoints including the battery cell, packaging, in-store POS, and other material. To establish a dramatic and meaningful separation from the rest of the Duracell line and competition, LAM proposed a vibrant red and black palette that became the color designator for the new line. A new atomic-like icon was also created to convey the advanced science of the new “Hi-Density Core” technology.