Pool brand refresh makes a splash

Sydney-based creative agency Anthem Australia has spearheaded a packaging design refresh for an Australian pool care brand.

Zodiac, the parent company of the Baracuda brand, asked Anthem to refresh the brand positioning while establishing the range architecture across multiple product segments.

The creative team were briefed that the refresh needed to spread across cleaners, chemicals, accessories and spare parts.

A clear pool cleaning education system was created through the use of icons and imagery for stores to implement within their in-store POS systems.

Anthem Australia creative director Steve Rischmiller said he wanted to ensure Baracuda was the ‘go-to’ brand, evoking high quality yet being accessible to all Australians.

A brand pyramid was developed to create a clear market position for the brand.

Anthem finessed the brand architecture, keeping in mind each of the product segments which fall under the Baracuda brand.