Design Manager and Art Director
Client: Reckitt Benckiser
Background: Spray ‘n Wash had been out of the market for 6 years. Looking to turnaround their diminishing U.S. sales in their Resolve laundry pre-treat category Reckitt Benckiser decided to end their current Resolve brand in the U.S. market and re-introduce the Spray N Wash brand.
Objective: Spray ‘n Wash still held high consumer heritage awareness. Using those existing brand equities the team looked to modernize and refresh the red Spray ‘n Wash logo and optimize the overall brand green as well as strategically communicate the new hero claim.
Results: Led a senior team of designers from strategic creative phase to pre-production and final production release to printer. Spray ‘n Wash branding was successfully refreshed, modernized for clear visibility. Spray ‘n Wash consumer recognizable equity green was splashed throughout the family line for optimum impact on shelf. Relaunch was very successful leading to increase market share for Spray ‘n Wash and this very crucial category for Reckitt Benckiser.