PORTFOLIO PACKAGE REVITALIZATION | PROCTER & GAMBLE
Duracell has unveiled a modern, eye-catching new look developed by LAM Design. The iconic expression of power unifies the line while the use of bold colors establishes clear sub-brand identities. The new system also introduces distinct battery cell colors to improve shopability and help consumers tell them apart once stored in drawers at home. In the U.S., we developed a powerful white band claim system and unique RTBs to persuade consumers to choose Duracell over other batteries. After rolling out the new North America package architecture, we were challenged to adapt the solution globally, across Western Europe, Latin America and Asia, which required us to introduce the bunny on pack and visually link the bunny to key claim copy.