LAM Design (United States)
Project Title: Duracell Optimum Brand Activation
Client or Class Name: Duracell - https://www.duracell.com/en-us/
Building upon the Duracell Optimum visual identity and packaging graphics we previously established, we turned to optimization of the brand’s visualization for application in the marketplace. We first created a key visual by reinterpreting the concept of energy from the package in a sophisticated & contemporary style that effectively worked in-store. The streaming copper and silver lines signify the battery power adapting to the consumer’s device to provide “Extra Power or Extra Life.” The left side represents the ample power waiting to be consumed by the battery. As the energy flows through the battery, the right side delivers the power that the device requires – and this is expressed by the digital end points on the right side of the battery. This key visual was then leveraged across multiple touchpoints in a consistent manner which created the foundation for a powerful in-store solution. It also extended beautifully into on-location applications as well as the brand website and social media.