Design: Wallace Church & Co.
Chief Creative Officer: Stan Church
Executive Creative Director: John Bruno
Project Type: Produced, Commercial Work
Location: New York, USA
Packaging Contents: Deodorant, Antiperspirant
Packaging Substrate / Materials: Adhesive Labels, Paperboard
Mitchum enlisted Wallace Church & Co. to revitalize their look in a way that supported and expanded recognition of their Triple Odor Defense and Clinical Performance lines in the deodorant aisle. To this end, a ‘shield’ was created, utilizing the Mitchum Green associated with the Men’s and Women’s deodorants. This approach extended to all Mitchum offerings for a unified front in the battle for ‘fresh air.’
The redesign bolstered momentum for an iconic brand, showcasing new fragrances, formulations and product claims.