Casa Rex, Brazil’s most awarded design consultancy, has developed new packaging design for the Signal range of toothpastes for Unilever in Germany.

All the previous imagery on packs featured the same standard graphic elements, which made it difficult to navigate through the range at point of sale. In order to showcase the best of each product and to exploit each attribute to its maximum potential, Casa Rex has reworked the colours of the packs and created illustrations that communicate the benefits in a richer and more sensorial manner.

“Where the previous images of drops had been used to symbolise refreshing aspects, now they have been replaced with individual illustrations to correspond with each toothpaste’s functional attribute” says Gustavo Piqueira, head of Casa Rex and the creative director of the project. “We also positioned the arc, the brand’s iconic element, at the base near the cap, which helped to create packs that were much more dynamic on shelf”.

The design consultancy has also revised information design of the pack, giving it a cleaner look, as well as typography for each variant, chosen in accordance with its attribute.

Photo:  old Signal’s range package design

Photo: newly redesigned Signal packs