AIRWICK VIBRANT
A GLOBAL REDESIGN
Strategy Approach
Tone of Voice
Branding & Logo
Packaging Design
Brand Guidelines
Brand Experience
Advertising
ABOUT VIBRANT
Air Wick, a leading name in home fragrance, has launched an innovative plug-in device designed to make scents last even longer, accompanied by a new collection of Vibrant fragrances. As part of its broader strategy to introduce a more premium offering, Air Wick Vibrant draws inspiration from nature’s enduring beauty and delivers an elevated sensory and visual brand experience.
THE AIM
To bring all fragrances and the wider brand world together under one cohesive vision. This involved revisiting and redefining the existing design identity, elevating the packaging system, and creating a comprehensive set of brand guidelines for Vibrant. The work focused on unifying every touchpoint. From visual language and packaging design to tone of voice, digital and e-commerce design, and in-store presence, ensuring the entire range feels consistently crafted and distinctly top-tier premium.
PACKAGING
Bold black backgrounds paired with vivid, close-up photography and rich, tactile textures communicate a sense of nature that is both pure and powerful. This visual approach establishes a distinctive identity that clearly sets Vibrant apart from the existing Air Wick ranges and stands out confidently on shelf. It also spotlights the new device, reinforcing its elevated, premium positioning above Air Wick’s core offering. The brand’s familiar logo remains, but it is now complemented by a bespoke wordmark that reflects nature’s soft forms.
DIGITAL & OUT OF HOME
COMMUNICATION
Digital and out-of-home communications were designed to extend the Vibrant brand world beyond the pack, bringing its premium sensorial experience to life in motion and at scale.
BRAND GUIDELINES
The Vibrant Toolkit guidelines were developed to ensure the Vibrant range presents a clear, cohesive, and premium identity across every touchpoint. They establish a unified framework for how the brand should look, feel, and communicate, giving teams and partners clear direction. In doing so, the guidelines protect the integrity of Vibrant’s visual and verbal identity, streamline production, and enable the brand to grow confidently while remaining instantly recognisable and consistently executed.
Work designed at MAKE MARKS for Rekitt
Credits:
Art Director: Melinda Szentpetery
Design Director: Tjeerd van Oostrom Soede
Designers: Silvia Lambarri, Ane Miren Maguregui Sicart, Yann Maigret
Digital & E-Commerce: Louise Ranson