The brand’s key objective was to modernize its image and introduce a Clinical line in order to grow globally. After evaluating the competition, it was determined that the new design needed to be simple and intuitive, with clear brand blocking and distinct features that would be easily recognizable among a cluttered category.

The final design, “Dimensional Strength,” was chosen because it best reflected the layers of Oxygen-enhanced protection that the product provides. The proprietary shield shape creates a strong brand impression at shelf, and the sophisticated use of metallic speaks to the efficacy of the product’s chemistry. A slight modernization was made to the logo, while respecting the heritage of the brand.

The product launched in February 2014 and, in its limited time on the market, has created a lift in sales for the Mitchum brand overall, and has been widely regarded among global retailers.