DURACELL VISUAL IDENTITY

BRAND REVITALIZATION | DURACELL

In 2016, Duracell embarked on a full scale revitalization of their visual identity, distilling it to the essence of its most recognizable asset, the coppertop battery. Against this backdrop, LAM’s challenge was to reimagine packaging and POS by celebrating the brand’s iconic copper & black equity colors. We needed to deliver a bold, signature look that was undeniably Duracell. Our solution pays tribute to the brand’s heritage while creating a modern and iconic system. By simplifying Duracell’s expression, we’ve redefined what it means to be powerful and have reestablished Duracell as the irrefutable leader in the category.