FINISH

RECKITT BENCKISER

 

GLOBAL RANGE DESIGN

BACKGROUND

Finish, was introduced as one of the first dishwashing detergents in Germany in 1950s. As a tradional brand with most professional technologies and rich varieties, Finish has maintained a dominant position in term of market share worldwide for decades.

BRAND VISION

To continuously lead the market with innovative products, Reckitt Benckiser in 2009 decided to standardise its Power Brand as a global brand family. A strong visual identity was needed to value the brand recognition for the consumers and to embed the brand value of the Power brand worldwide.

DESIGN

To successfully maintain market leadership after the global relaunch, we used in-depth knowledge of the markets, categories and motivational drivers in society. We created a new visual identity and brand approach that emotionalized and creates impact on every touch point. Further we established a clear good-better-best-system that allows easy consumer navigation and upselling.

20 MONTHS FROM KICK-OFF TO RE-LAUNCH

Not only has the Finish brand portfolio grown substantially over the past years, its success in the market has improved considerably. Strong design principles applied throughout the portfolio make Finish easily recognisable in any market, any language. From Saudi Arabia to Japan, the same design and brand equity are applied across a clearly denoted tier structure and product offering.