Final Concept
The final concept leveraged Listerine's iconic "barbell" structure to maintain distinctive brand equities and ensure strong brand blocking at shelf.
A new shield shape clearly distinguishes the new, targeted tier from the rest of the portfolio, while the addition of white signals a more clinical approach.
Listerine
Clinical Solutions
Expanding Listerine's portfolio with a premium tier that targets top needs
Concept Development
Logo
Brand Strategy
Illustration
Cross-Functional Collaboration
Identitity
E-Commerce
Social Media
In 2020, the Listerine brand explored a therapeutic tier of mouthwashes, ultimately launching with Clinical Solutions in 2023.
A new sub brand was developed to evoke this new premium tier and to distinguish it from Listerine's base and mid tiers, leveraging a differentiated "shield" holding shape. The distinctive "barbell" structure was retained to enable shelf brand-blocking and find-ability.
Initial design phases explored a range of concepts, names, and structures, aligning to various brand architecture avenues.
In collaboration with
Melinda Brechbuehler, Senior Designer
Becka Redante, Designer
Shelby Spears, Solutions
Paul Owen, Senior Director
Concept Exploration
A range of concepts were developed and tested with consumers.
Each evoked a balance of premium cues and therapeutic differentiation, while maintaining distinctive Listerine cues to enable recognition.