Reckitt Benckiser

Making a business soar

Reckitt Benckiser, one of the most successful FMCG companies in the world, owns a portfolio of Powerbrands led by household names Nurofen, Dettol, Cillit Bang and Durex. Despite being a dynamic business driven by exciting product innovation, its corporate identity expressed little of the company’s global culture or what differentiated it against its major rivals. With ambitious plans underway to expand into untapped international markets, a new corporate identity was essential.

Having defined the core values, a new positioning – ‘The Power behind the Powerbrands’ – was created as the foundation for the company’s new identity. Seeking an analogy for power and performance, we had a light bulb moment at a professional kite flying competition. These powerful sports kites were competitive, agile and dynamic, characteristics that epitomised the personality and values of Reckitt Benckiser – an innovative, entrepreneurial business driven by intense energy and performance. 

Back in the studio, we unleashed our ideas. A formation of graphic kites with colours derived from the Powerbrands became the centrepiece of the new visual expression across a wealth of applications – stationery, internal and external brand literature, guidelines, posters, signage, 3D installations, merchandise and the website. This was all supported by a new logotype featuring a recognisable pink ‘kitemark’ containing the initials RB (enabling its use as a shorthand brand element) and a specially commissioned corporate font from type designer Rob Clarke, which we aptly named Kite Display.

The re-energised company identity, launched at a series of events in the UK during one of the snowiest weeks of the year, has been enthusiastically embraced by RB’s employees worldwide and has been endorsed positively by the media, shareholders and graduates. It has gone on to win several high profile design industry awards, most notably a Gold for ‘Best Rebrand’ and a Silver for ‘Best Identity’ at the prestigious Transform Awards.

Work scope

  • Visual identity
  • Logo
  • Brand guidelines
  • Packaging guidelines
  • Launch collateral
  • Presentation pack
  • Stationery
  • Literature
  • Posters
  • Advertising
  • Staff apparel
  • Promotional items
  • Photography and art direction

Happy client

“Our new identity is the outward manifestation of the proposition we offer our employees, investors and customers. It’s another step forward on Reckitt Benckiser’s amazing journey.”

Bart Becht (former CEO)