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Bold and simple

Drowning in a red sea of Colgate, the number two brand, Aquafresh, needed to improve its performance on-shelf to improve sales and reduce its rate of decline. 

Building on Aquafresh’s ‘3-stripe’ heritage, we turned an inconsistently applied graphic into a strong and impactful brand icon. 

Disrupting the traditional category colour codes, we injected life back into Aquafresh, slowing the rate of decline and, at the same time, reducing the time to find the brand on-shelf by 6 seconds.