GLOBAL BRAND REFRESH & SEGMENTATION | DURACELL
LAM partnered with Duracell to visually reposition Procell as a premium, high performance professional battery brand consisting of two tiers, Procell Base and Intense. We conducted a robust pre-design strategy process including a global audit and symbiotic research. This work helped us define culturally rich visual codes and cues that appeal to a professional user. Our design solution is powerful and modern. The Procell brand identity is simple yet strong. The packaging architecture and graphic elements unify the line while use of striking color clearly distinguishes the two tiers.