GLOBAL RANGE DESIGN

BACKGROUND

Finish, was introduced as one of the first dishwashing detergents in Germany in the 1950s. As a traditional brand with most professional technologies and rich varieties, Finish has maintained a dominant position worldwide, in terms of market share, for decades.

THE PROBLEM

To continuously lead the market with innovative products, Reckitt Benckiser decided in 2009 to standardise its Power Brand as a global brand family. A strong visual identity was needed for brand recognition amongst consumers and to embed the brand value of the Power brand worldwide.

THE SOLUTION

To successfully maintain market leadership after the global relaunch, we used in-depth knowledge of the markets, categories and motivational drivers in society. We created a new visual identity and brand approach to ensure we had a positive emotional impact on every touch point. Further, we established a clear good-better-best system that allows easy consumer navigation and up-selling.

DESIGNS

RESULTS

20 MONTHS FROM KICK-OFF TO RE-LAUNCH

Not only has the Finish brand portfolio grown substantially over the past years, but its success in the market has improved considerably. Strong design principles applied throughout the portfolio make Finish easily recognisable in any market, any language. From Saudi Arabia to Japan, the same design and brand equity are applied across a clearly denoted tier structure and product offering.