Derrick Lin


Creative Agency: 121
Senior Designer Carlos López
Project Type: Produced, Commercial Work
Client: Reckitt Benckiser / Lysol
Location: USA
Packaging Contents: Cleaning and Disinfectant
Packaging Substrate / Materials: Aluminium container, plastic bottles
Printing Process: Offset CYMK

Lysol is a worldwide brand of cleaning and disinfecting products owned by Reckitt Benckiser with more than 100 years in the market. The brand’s appearance has hardly changed over time, and the same visual features that made the brand so recognizable over the years had also made it unappealing to a millennial consumer.

The brand was not happy with some of the proposals they tested, but none of them reflected the spark Lysol needed to refresh their package design for their new line of cleaning products and to appeal to a younger crowd.

121 started by creating the mock-ups for their new line (that would only be distributed by Wal-Mart) and soon after, Lysol asked 121 to take the project all the way with the strength of 121’s original package design proposal.

The client needed to be bold and different, something unseen in the Home Goods category, while keeping the brand equity intact. Something that would speak to a millennial audience from the shelves of Wal-mart, visible to over 100 million people per week.

121 created a sleek design that addressed the client’s needs in every way, with a balanced combination of vibrant colors and patterns, managing to keep the Lysol equity with a renewed vibe.

The design was just what they needed to boost their edge with millennials. Our incredibly fast turnaround allowed 121 to produce stunning results while still meeting their deadline and keeping the project rolling as planned.

What’s Unique?
121’s work with Lysol on the Brighter Tomorrow project was awarded Gold for Best Use of Packaging at the 2017 Transform Awards North America. This achievement at the awards recognizes 121’s excellence in rebranding and brand development.

Established eight years ago in Europe, the Transform Awards have evolved into a global celebration of the indispensable talent that exists within the branding sphere. Since the launch of Transform magazine in April 2014, the global publication has led the way in reporting on those leading the way in both creative and strategic branding, and now 121 is among the elite branding agencies to be recognized by this organization for the quality of their work.