Active
Rebranding
Brand Identity
Rebranding a category-leading hygiene and detergent brand, from wordmark to shelf.
Active had built decades of recognition across home, fabric and personal care. What it hadn't built was a system. The wordmark drifted between layouts, sub-categories had grown without a shared logic, and the brand on shelf looked less like a family than a collection of distant relatives. We were brought in to fix that. Not to replace what worked, but to give the work a structure it could grow inside.
Sector
Consumer Goods
Services
Brand Identity
Creative Direction
Visual Identity System
Packaging Design
The redraw started with restraint. The old wordmark carried equity we didn't want to throw away, recognisability built up over years of being on the right shelves. So we kept the silhouette and rebuilt everything inside it. New geometry, a more confident weight, proportions that hold up next to global category leaders without losing the warmth the original had. Familiar at a glance. Sharper on a second look.
A sub-brand system only works if it holds the line. Active Home, Active Pure, Active Soft and Active Laundry each needed enough personality to own their category, but none could be allowed to walk away from the master brand. The wordmark, the script, the placement and the proportion stay constant. Only the colour and the category name change. The system absorbs new lines without ever needing to be redrawn.
A rebrand only earns its place if it survives contact with the real world. The shelves, the lights, the hand reaching past five other bottles to pick one. Active was rebuilt from the wordmark out, with every layer designed to carry the same idea. A familiar brand, rebuilt with a system underneath, ready to be recognised on instinct.
CREDITS
Creative Direction
Ahmad Padash
Brand Identity
A4 Design House
Agency
Four Mind
Up Next
