The Brand Union re-launch Right Guard in the UK

The Brand Union announces the re-launch of Henkel’s British deodorant and body spray brand Right Guard, within the UK market.

We developed a new brand positioning with the aim of reviving the brand and strengthening the in-store shelf presence of five key product lines: Right Guard Basic, Woman, Active, X-TREME Bodyspray and X-TREME Dry.

Based on the revised positioning, we developed a new design pattern and modified the brand logo. The sub ranges and their different fragrances were individualised in order to improve the customer’s orientation across the product portfolio.

As explains Elke Pietzsch, Consultant Director, The Brand Union, Hamburg, who led the project:

"A widened and renewed brand message was defined based on a visual analysis of the British deodorant market, current trends towards the new man and Right Guard’s brand values, Right Guard now positions itself with impact as an energy-promising deodorant range for true and multi-faceted men"