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Award winning brand design agency PB Creative has continued its partnership with global FMCG brand owner Unilever to create a new range design for a premium tier of dry spray format products for the Degree anti-perspirant deodorant brand in the US.

Degree is a top performance brand offering a high level of protection against sweat and odour. In the US, sticks are typically the most common anti-perspirant format with the popularity of sprays growing, but currently still quite low. With the launch of this new efficacious formula providing 72 hour protection, Unilever has created a portfolio of dry spray format products positioned between the core and premium Clinical range that encourages stick consumers to experience a new format with superior formulation.

PB Creative were briefed to create a new united aesthetic across both male and female products that embodied the brand’s purpose of empowering consumers to move more, without worrying about sweat or odour. The new designs needed to convey premium-ness and superiority within the existing brand tiering whilst remaining recognisable as Degree, employing a design system that offers the flexibility to grow in the future and appeal to a more diverse audience.

The resulting range design communicates a more premium efficacy proposition utilising metallics to cue the advanced nature of the formulation. Contrasting tones deliver variant differentiation and offer a nod to the fragrance stories whilst efficacy led variant names further reinforce the range’s effectiveness.

Lloyd Moffat, Creative Director, PB Creative commented: “Our design for the new Degree dry spray range is luxurious and bold, elevating the new tier above the Degree core range whilst conveying superior efficacy to leave consumers feeling confident. The packs have been optimised to provide more premium cues to distinguish dry spray from existing formats and to enhance 'findability' on shelf. US consumers typically associate sprays with fragrances and body sprays, our challenge was to clearly communicate this product as an anti-perspirant deodorant in a new format.”