Duracell
new visual identity
Brief
Refresh and develop the current VI to unite all communications under one consistent look and feel, while reinforcing the positioning of individual key categories.
Solution
A vibrant use of colour and key icons to highlight the individual categories within a structured framework. The Duracell Bunny was also evolved to reflect the characteristics of key product brands, with new characters such as Builder Bunny and Business Bunny.
Brand Payback™
Increased awareness and engagement of the Duracell portfolio through on-and offline channels helping to increase sales in 2010/11 by 10%.
The Twist
The Duracell Bunny has been the brand’s ambassador since it was introduced in 1973, but Duracell Professional had no link to it. So we decided to give the original bunny a new family. We created four new Duracell Bunny personas – plus Procell Man – to represent the different product categories in this important segment of the business.
