Duracell

Fresh thinking delivers powerful results

DURACELL

When the brand “Trusted Everywhere” entrusted BAKER with reimagining their core product line the energy was electric. Our designers were amped up to deliver a huge range of blue sky thinking that would deliver a jolt to the category leader and take charge of the aisle, which had become a sea of sameness at shelf. After countless brainstorming sessions the top ideas were then brought to life from sketch form to digital renderings.

The solution.

Simplify. Unify. Amplify.

At the onset of this project, the battery aisle was beginning to look almost formulaic. A cacophony of rays and glows, electric energy, and bursts galore reigned supreme in a crowded category that confused customers, making it difficult to find their most trusted brand and battery size. By staking claim to black and iconically featuring the coveted Duracell “copper top” we overcame the brands lack of synergy at shelf and unified a master brand that could scale to meet any possible merchandising opportunity. In short, we made the Duracell Experience as elegant, premium and advanced as the devices they power.

Though many ideas were presented, ultimately the chosen solution combined elements from six of the most favored concepts. The driving insights behind the category innovations came from simplifying graphics, transitioning from blister card packaging to more carton oriented solutions and preserving the freshness.