Rexona Men (Redesigned)

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Derrick Lin


Designed by Pierini Partners, Argentina.

Rexona Men Line is re-launched with a new design, created by Pierini.

The leader global brand in antiperspirants launches a renewed line with a new image, more masculine and technological, designed by Adrian Pierini.

The new layout enhances the high effectiveness the brand has, with more angular shapes and a major role of the color black, which highlights the tic, symbol of the brand.

Beyond the formal aspects, the new design includes a profound analysis of the brand structure. The Marketing team and the agency managed to establish the correct levels of reading, and they achieved to create a compact and solid composition, perfectly recognizable in the shelves.

Adrián Pierini, for over 8 years, has been the author of most of the Rexona launchings, at a regional and global level. This is the third time in a row that the designer has the opportunity to help in the transformation of this brand, now emblematic in its category.

Pierini said about this: “It is a great satisfaction, both for me and my team, to be part, thanks to Unilever, of the Rexona world. To collaborate in the intense growth the brand has during the last years, makes me proud as a professional, and allows me to realize that the work done to this date has been the right one. All these years we shared with the Marketing team have caused an excellent synergy between us. So, as soon as they told me the new technological vision of the brand, I understood what they were talking about. The new packaging should not only be renewed in the aesthetic aspect. It was mandatory to communicate its high effectiveness (Rexona has extended its action up to 48 hours of the best protection). The new layout has to be rethought and, even though the information distribution was not to be changed dramatically, we had to create a design with a higher visual impact. We considered it was appropriate to create chromatic planes more contrasted than before. The final result is more than satisfying; the pieces transmit grandeur, leadership, and communicate in a credible way its new functional benefit”.

The new designs can be found all over the world, and the great alignment work can be appreciated. The relevant and secondary elements were distributed according to an adequate modulation, which allows them to be clear in the different environments of sale. The chromatic codification is extremely clear and the formal variations really help to differ between each and every one of the varieties that composes the line.