Over the decades, Australian insect repellent brand RiD's visual identity remained relatively consistent, even as the market grew and diversified around it. Consumers' needs changed and its on-shelf impact started to decline as simply being recognisable was no longer enough.
Branding agency WhatCameNext was briefed to create an “exciting” brand narrative and visual identity that “embraced ideas around the efficacious formula and usage”. This was timed to coincide with the start of the mosquito season.
Glenn Kiernan, executive creative director of WhatCameNext, said, “Where RiD's previous branding lacked standout, confidence and interest, the refresh now effectively humanises, connects and communicates the function and care benefits that have been intrinsic in the brand for generations.”
Within the packaging, the mosquito character and dominant pink are superseded by a clean white background to enhance the brand's medicinal attributes and create space for relatable illustrations of the audience embracing the great outdoors.
A collection of multifunctional story-telling assets were created to appear throughout marketing communications and ensure the dual message — repel and protect — never gets lost again.
A spokesperson for WhatCameNext told PKN that with the production of the labels, RiD wanted to increase the quality and use varnishes to build the quality within the packaging. “Two label manufacturers were used. Ultra Labels produced the Itch Relief, Tropical Sensitive and Kids sprays and roll-ons labels. Itch Relief used metallic stock and high gloss builds to further elevate the new revised brand identity on the pack. The Tropical aerosols used Rosso metallic labels and were produced by Label Makers,” they said.
Rob Milne, marketing manager at RiD, commented, “For the first time, our brand is telling the full story to the next generation of families looking for a gentle but highly effective repellent.”
