BRAND INVENTION | DURACELL
In a world where devices are smarter and more demanding than ever, Duracell created a new battery to keep them powered, its biggest innovation in 50 years. Duracell Optimum is a new breed of battery that delivers “Extra Life or Extra Power” to devices. To support the launch, LAM developed the identity, packaging graphics and battery cell label, all of which celebrate the brand’s iconic Copper & Black equity while clearly separating it from base business. The focus of the packaging is the “Power Waves” which symbolize the modulating flow of power and achieves a billboard at shelf. Premium print finishes create a sleek aesthetic for the brand.
To activate Optimum across consumer touchpoints, we created a powerful key visual that reinforces the concept of streaming energy yet reinterprets it to create a more dynamic and dramatic depiction of power in motion. On the left side, the streaming copper and silver lines represent the “Extra Power or Extra Life” ready to be consumed by devices while the right side conveys the battery power being delivered to activate a consumer’s device.