The goal was to position the brand competitively among natural products on the shelf while maintaining the trusted heritage of Arm & Hammer. Working collaboratively with the brand team, I undertook a comprehensive redesign, introducing new packaging graphics and a compelling brand story that seamlessly combined the notions of natural, premium, and modern. The result was a transformative design featuring a new sub-brand logo, graphics, fragrance names, and benefit claims. Since the revamped deodorant line hit the shelves, Arm & Hammer Essentials has not only experienced incremental sales growth but has also achieved the feat of becoming the #1 natural deodorant in unit shares.

The success of the Arm & Hammer Essentials redesign serves as a testament to the strategic collaboration, demonstrating how a thoughtful and innovative approach to packaging and messaging can propel a product to the forefront of its market segment. This project showcases the power of design in meeting consumer preferences, revitalizing a brand, and achieving tangible business success in a highly competitive landscape.