SHOWING A SOFTER SIDE
The original Almay Deodorant package – aimed at women – did not reflect the feminine, gentle attributes of the brand.
Almay was lost in the clutter of a busy deodorant shelf set and needed a design that would stand out while remaining true to the brand’s positioning: “Delightfully playful, seriously safe.”
After a comprehensive audit of the competitive landscape, ANTHEM created a design that is fun and simple, yet speaks to the hypoallergenic gentleness of the product.
The “teardrop” mark is used as a base for the graphic language. The result is a delicately feminine solution – clearly differentiated by it’s more cosmetic beauty aesthetic.