Source/Inc. - Aquafresh

GlaxoSmithKline
AQUAFRESH® EXTREME CLEAN

COLOR, EXTENDED EQUITIES, AND THEIR DEEP CULTURAL HERITAGE.
When GSK called us to help extend its key AquaFresh brand in the face of stiffening oral-care category competition, one subject was thought to be a 'given': the brand's ubiquitous and long-standing aqua palette.

In looking closer with our proprietary Imark® and Visual Language Assessment, however, we quickly uncovered a host of unfavorable subconscious associations with the brand's primary color, from 80's pastel jackets to 60's kitchen appliances.

To counter this association and help the brand better communicate its key equities, Source/Inc. developed a system of palettes, symbols, and structural designs to support a new innovation strategy.

The result? A more differentiated and powerful new GSK brand, built on the strength of more contemporary visual cues.
(AQUAFRESH IS A REGISTERED TRADEMARK OF SMITHKLINE BEECHAM CORPORATION)


	NAMING SOFTSOAP GARDENEER ARCHETYPES ARTISAN MEMBER'S MARK	CORPORATE BURNES GROUP ACE HARDWARE BOYT WATERPIK KRYSTAL	PACKAGE SOLO AQUAFRESH HIDDEN VALLEY SMEAD ROUND UP SEATTLE'S BEST FOUR MONKS GLISTER LA CHOY MERCUR	STRUCTURE J7 NO LEAK PAMPRIN LUNCHABLES	SERVICES BRUNSWICK ZONE COURT THEATRE REPOSTERIA SUSI

GlaxoSmithKline AQUAFRESH® EXTREME CLEAN COLOR, EXTENDED EQUITIES, AND THEIR DEEP CULTURAL HERITAGE. When GSK called us to help extend its key AquaFresh brand in the face of stiffening oral-care category competition, one subject was thought to be a 'given': the brand's ubiquitous and long-standing aqua palette. In looking closer with our proprietary Imark® and Visual Language Assessment, however, we quickly uncovered a host of unfavorable subconscious associations with the brand's primary color, from 80's pastel jackets to 60's kitchen appliances. To counter this association and help the brand better communicate its key equities, Source/Inc. developed a system of palettes, symbols, and structural designs to support a new innovation strategy. The result? A more differentiated and powerful new GSK brand, built on the strength of more contemporary visual cues. (AQUAFRESH IS A REGISTERED TRADEMARK OF SMITHKLINE BEECHAM CORPORATION)
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