Unleashing performance of a FTSE Top 20

RB (formerly Reckitt Benckiser) is a business built on power, energy, agility and drive – key attributes that we harnessed in the creation of a new high flying global corporate brand to act as a platform for the next era of growth.

Redefine and reinvent

RB is one of the most successful global consumer goods companies in the world, with household name brands such as Nurofen, Durex, Finish, Vanish and Cillit Bang. Our challenge was to create a new corporate brand to help elevate RB’s global profile and better reflect the spirit of the business.

The Power behind the Powerbrands

Research and workshops led us to a strong positioning idea, ‘The Power behind the Powerbrands’. This inspired a striking visual metaphor for the creative expression – the high-performance sports kite perfectly reflects the personality and culture of this bold, agile, fast-paced and colourful business. We also built the strategically important shorthand “RB” into the logo, in preparation for a future name change.

The new branding launched with a thrilling hands-on display from the four-time world champion sports kite team. It was further brought to life through film, brand mnemonic, guidelines, literature, wayfinding, 3D installations, merchandise and a new website. Lift off!

Further, faster, higher

After a speedy 5 month implementation, the new brand was enthusiastically embraced by 37,000 employees worldwide, and also endorsed positively by the media, shareholders and consumers.

 
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, RB)
Client

RB (Reckitt Benckiser)

Project

Rebranding

Sectors

Consumer goods
Professional Services

Disciplines

Animation
Brand Strategy
Branding
Communications
Corporate reporting
Digital
Events
Experiential
Film
Gaming
Internal comms
Marketing
Positioning
Print
Social Media
Strategy
Visual Identity

Awards
  • Transform Awards

    Gold: Best rebranding programme (Household Goods)
    Silver: Best internal communication of a rebrand
    Silver: Best overall visual identity

  • Marketing Design Awards

    Highly Commended
    Best Identity

Results
  • 60+

    Rolled out across 60+ countries.

  • 37,000

    Employees engaged

External links

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