Dettol has a long established heritage as an antiseptic used primarily in healthcare, either as a disinfectant or as a protector from germs in the case of minor cuts and grazes. Its innate efficacy provided reassurance for some, but was rejected from others where more gentle product features were required.

Reckitt Benckiser wanted to leverage the power of Dettol in both developed and emerging markets, and to apply its distinctive antiseptic qualities to a range of products in personal care, household and laundry categories.

This necessitated the creation of a masterbrand architecture that aligned Dettol across multiple categories, while allowing for customisation around specific sub-category needs.

The design solution pivots on the brand’s Excalibur sword, which cuts the graphic label area into two. Functional claims and benefits are clearly communicated on the left, whilst more emotive imagery conveys sensory attributes and aids variant navigation on the right.

Applied universally to multiple products, Dettol’s new identity fully leverages its equities, unifying the brand across diverse categories.

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