The logo was starting to look tired and a bit dated, but the fundamentals were there, so it was very much a case of evolution rather than revolution. Solid thought bubbles replaced pale keyline shapes. Two new, more contemporary typefaces were introduced, as well as a new vibrant colour palette.
Croydex Brand Identity and Packaging Guidelines
Routine innovation
Logo design
No better example exists that portrays Croydex’s innovative approach to the bathroom space than their Intellectual Property (IP) sub-brand innovations.
Over time these logos had become disjointed from the overarching master brand. A full audit and redesign was needed so they could proudly sit cohesively under the master logo.
Brand Guidelines
With such a drastic change to the business, it was important a set of visual guidelines were produced to help the internal team maintain a consistent and recognisable brand identity across all collateral.
Packaging Guidelines
The second part of the guidelines went a step deeper, beyond the overarching brand and into the detailed specifics of the packaging.
Croydex’s packaging was their most visible brand asset. It was fundamentally important that they were presented in a consistent and coherent way. The packaging guidelines were created to ensure that all graphic representations of the brand were executed correctly, efficiently and, most importantly, easily. This was quite a challenge when considering the vast variety of sizes, shapes and formats within the Croydex range.
The result was a series of design principles that would underline the entire suite of products. These principles needed to work as hard when scaled down for a tiny bubble pack or up for large cabinet boxes.
A 100 year heritage
Croydex has a broad and deep history. So with so much heritage and a 100 year anniversary approaching, it was a great opportunity for a special edition logo and celebratory brand book.
