Radox undergoes complete redesign – the biggest in a decade

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DO has given Radox a complete brand redesign for its biggest relaunch in a decade. Reigniting love for the brand, the new identity reflects Radox’s experience and expertise in providing self-care rituals that revive.

Radox: bold new look

The brand owners at Unilever felt it was time to reinvest in the brand as its true distinction and heritage had lost its way over the decades. JDO, the award-winning creative agency, was tasked with strengthening Radox’s brand equity to drive relevancy and purpose around its Mineral Therapy platform.

“Radox is a brand for the people who give their time to others, and deserve a moment to relax, refresh and recharge,” comments Fiona Florence, managing director at JDO. “Our redesign focuses on these benefits, highlighting the ways Radox supports the wellbeing of consumers as they face the pressures and stresses of these challenging times.”

In balancing contemporary and heritage cues, the refreshed identity reinforces Radox’s position as the No.1 Bath and Shower brand in the UK.

The new brandmark, which will adorn over 80 different products, acts as a bold beacon, bringing to life the updated proposition, “Radox Revives You,” whilst also celebrating the brand’s heritage. Herbal green echoes the unique blend of 4 minerals and 13 herbs found in Radox’s recipes, with a dark-to-light gradient evoking a mood of transition.

On pack, the boldness of the logo contrasts with vibrant dynamism of photorealistic depictions of the product ingredients with abstract “mineral swirls” of 3D colours reinforcing the extensive range of variants. The premium tier uses a more restrained visual language, drawing inspiration from mineral rock formations.

In addition to the identity and packaging, JDO further supported the relaunch in the execution of its Out of Home communication campaign. Aligning with the visual world of the TVC created by adam&eveDDB, the campaign heroes the redesigned packs in a pool of soft bubbles to bring to life the new tagline “Life’s Better with Bubbles”.

“Self-care and wellbeing have become more important than ever, driving the demand for products that help busy, hardworking people destress and recharge. As a category leader, Radox is in the perfect position to respond to this need,” comments Alex Deung, senior brand manager at Unilever. “The relaunch has been a massive undertaking and JDO has been an indispensable partner, delivering above and beyond expectations. Early research suggests that the new look will help increase purchase intent by over 18%, which is a testament that JDO’s work is not only stunning, but strategically on point.”