Crystal Case History —
Crystal-clear solution to a multi-faceted brand restage.
Repositioning for a successful brand identity restage means taking stock of the category and visually mapping all-white spaces to tap into—in the case of Crystal, repositioning as a natural and emotive brand would allow it to speak the contemporary language of today’s natural deodorant category while positioning itself firmly in a visual space of its own.
Before GGB’s industrial design team redesigned Crystal’s structure it was frequently shelved in pushers but was not stable enough at the base to stand upright–the brand had reached a tipping point!
Structure Says it All
Owning a Shape:
Crystal’s Structural Process
Operating Advisor, Juggernaut Capital Partners