Unleashing performance of a FTSE top 20


RB (Reckitt Benckiser)


Rebranding and various comms campaigns


Consumer goods


Brand Strategy

  • Marketing Design Awards

    Highly Commended
    Best Identity

  • Transform Awards

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

  • 60+

    Rolled out across 60+ countries.

  • 37,000

    Employees engaged

External links

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.

Redefining and reinventing the RB brand

RB is one of the most successful global FMCG companies in the world with brands such as Nurofen, Durex, Finish, Vanish and Cillit Bang as household names. 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 gave us a unique positioning idea, ‘The Power behind the Powerbrands’. This in turn inspired a striking visual metaphor – the high-performance sports kite – that perfectly reflects the personality and culture of the business. We even built the strategically important shorthand (RB) into the kitemark, in preparation for a future name change.

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

Further, faster, higher

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

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, Reckitt Benckiser)


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