bluemarlin has completed a global brand refresh for Dr. Beckmann. Uniting their brand worldwide with consistency, simplicity, and relevance, the new design will support Dr. Beckmann's ambition to realize its high global market potentials.
Dr. Beckmann is the renowned specialist in stain removal, laundry care and household cleaning, with some of the highest consumer satisfaction ratings in the industry. Its packaging labels, however, were showing symptoms of inconsistency and failing to deliver effective impact across its extensive range of targeted products, available in over 80 different countries. Cluttered and unrefined, the packaging was communicating all the wrong associations, whilst also making the range difficult to navigate.
Dr. Beckmann turned to bluemarlin to create a 'one brand' international packaging system that reflected the brand's core DNA of reliability, effectiveness, competence, and efficiency.
Bluemarlin's creative cure was a unifying design that is clean, contemporary and precise. With the introduction of a green ribbon and a stylish 3D effect, the new evolved Dr. Beckmann's logo boosts shelf impact and brand recognition. The new 'green curve' helps organize on-pack communication, radically improving range navigation to ensure consumers find the right product for their specific needs. And a vibrant new color palette and hyper-realistic illustration style drive consumer confidence in Dr. Beckmann's scientific expertise.
"Dr. Beckmann is a power brand in the cleaning category, known and trusted for its expert knowledge and reliability," commented David Hodgson, Creative Director at bluemarlin. "The new design provides the brand with a visual language that will strengthen its impact and recognition worldwide. Dr. Beckmann's now has a clean bill of health and a new lease on life."