United States   |  2021

MUSE Design Awards Silver Winner

Palmolive Rebrand

Entrant Company

Clarkmcdowall

Category

Packaging Design

Client's Name

Colgate-Palmolive

Sub-Category

Rebrand (NEW)

An iconic household brand, Palmolive dishwashing liquid has long been a trusted cleaning product that consumers can rely on to get the job done. With the growth of 'natural' brands in the homecare category and shifting consumer expectations, Palmolive was losing relevance and failing to connect with the consumer. They would need to be a brand that could live in an eco-friendly world, inspiring optimism for everyone.

With a new commitment to making a positive impact on people and the planet, our challenge was to modernize Palmolive’s identity and packaging in a way that could signal change, while still maintaining its strong heritage and reputation for making a product that works.

Our work included a refreshed visual identity, brand architecture, packaging design, website and brand expression across their 360 degree ecosystem.

Credits

Vice President, Homecare/Colgate-Palmolive
Dana Medema
Marketing Director/Colgate-Palmolive
Amy Chun
Brand Manager/Colgate-Palmolive
Sam Levine
Marketing Director/Colgate-Palmolive
Nitin Pande
Global Head of Design/Colgate-Palmolive
Jared Richardson
Brand Design & Experience Leader/Colgate-Palmolive
Michelle Palko-Smith
Senior Manager/Colgate-Palmolive
Victoria Lewis
Creative Director/Clarkmcdowall
Adrienne Muken
Design Director/Clarkmcdowall
Theresa Lennahan
Associate Design Director/Clarkmcdowall
Samantha Allen
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