Climbing to new heights

As one of the most successful FMCG companies in the world with a portfolio of ‘Powerbrands’, Reckitt Benckiser is a business driven by energy, performance, innovation and entrepreneurship. Its new global identity had to reflect these values and support a new positioning, ‘The Power behind the Powerbrands’. Seeking an analogy for power and performance, we had a light bulb moment whilst watching sports kites perform at a professional kite flying competition; they were competitive, agile and dynamic – characteristics that epitomised the values of Reckitt Benckiser.

Our graphic kites – supported by a new logotype featuring an ‘RB kitemark’ and a specially commissioned font (aptly named Kite Display) – became the centrepiece of the company’s new visual expression across a wealth of applications, including stationery, literature, guidelines, posters, signage, 3D installations, merchandise, website and social media. Launched in the UK during one of the snowiest weeks of the year, Reckitt Benckiser’s re-energised identity was enthusiastically embraced by employees and shareholders. It also went on to win several design industry awards, most notably a Transform Awards Gold for ‘Best Rebrand’ and a Silver for ‘Best Identity’.