Branding
Tuesday May 11, 2021 By David Quintanilla
Designing A Cleaner Future With Palmolive | Dieline


Palmolive is a model that has been round for many years, and, typically, when a model has such a long-lasting legacy, it is laborious to make a considerable branding pivot. Palmolive has made the shift effortlessly, and their new packaging and id by Clarkmcdowall sign the model’s swap to bio-friendly elements and 100% recyclable plastic bottles. The brand new branding is modernized but carried out so thoughtfully as to maintain the long-lasting brand and colours untouched. Whereas the general essence of the model’s legacy has remained the identical, the refined adjustments have created a long-lasting influence that voices the model’s sustainable mission.


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Palmolive is a legacy model with efficacy on the coronary heart of its promise. With the expansion of ‘pure’ manufacturers and shifting shopper expectations, Palmolive needed to rethink itself as a model that stands for greater than a sole useful profit. They might should be a model that might dwell in an eco-friendly world, inspiring optimism for everybody.

Our problem was to re-energize the model by way of a refreshed visible id they may apply to packaging and throughout their model ecosystem to speak their developed values.

An iconic family model, Palmolive dishwashing liquid has lengthy been a trusted cleansing product that buyers can depend on to get the job carried out.

With no shortfalls in efficacy, Palmolive discovered themselves at a pivotal level of their model journey: they wanted to place an even bigger stake within the floor when it got here to sustainability.

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Having already made the transformative choice to maneuver to bio-friendly elements of their dishwashing liquid and 100% recyclable plastic bottles, Palmolive wanted to speak this shift each visually and verbally. Now, not solely may Palmolive proceed to get your dishes clear, however they may accomplish one thing larger – optimism for a brighter future was at play. 

With an abundance of momentum, the time was ripe to refresh Palmolive’s id and packaging in a approach that might sign change, whereas nonetheless sustaining its robust heritage and status for making a product that works.

With a model evolution within the making for over a 12 months, getting into the method once we did meant touchdown new inventive and getting it to market quick.

Working from a powerful model basis, together with an iconic brand that might stay untouched, we wanted to establish methods to modernize and simplify key parts of Palmolive’s id and packaging to raised talk efficacy and shine a light-weight on their improved sustainability.

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Grounded in analysis, we labored collectively to uncover new alternatives and discover what might be for this legacy model whereas staying true to the model’s core essence. We arrived at new visible parts to function common, inclusive, up to date catalysts for Palmolive’s model evolution.

Probably the most distinctive change on the packaging is the Ping which acts as an activation level under the Palmolive identify to signify the unleashing of an efficacious cleansing energy. The newly outlined rays that originate from the Ping additional emphasize activation and attain whereas additionally including a sense of vibrant optimism.

The fairness seal that reads “Robust on Grease. Light on Planet” simplifies how Palmolive communicates their dedication to sustainability and gives a refined nod to their acquainted tagline.

Past new packaging design, we codified these new distinctive property to outline what they meant and the way they match into the model ecosystem. A model governance system would allow Palmolive groups to use the brand new id no matter channel or touch-point.

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The essence of this legacy model stays the identical. By refined shifts in icons, graphic parts and messaging we have been in a position to set up a brand new perspective with deeper which means.

 The simplicity of those adjustments means Palmolive can keep true to their core equities whereas nonetheless speaking their new place on this planet and permitting them to have totally different conversations with shoppers. A refreshed web site gives a brand new place for the model to attach with shoppers in a significant approach from each an academic and procuring perspective.

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