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New identity for premium fragrances

Following on the heels of its recently launched Wizard Scented Oil plug-in air freshener, Wayne, NJ-based Reckitt Benckiser called on LAM Design Associates (Pleasantville, NY) to expand on its design and create a distinctive look for the entire line of “air care” products.

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The redesign of the product line includes an enhanced logo with photography replacing the illustrations to create more soothing “scent” impressions. The simple graphic design allows for more recognition of the product benefits. “The challenge wasn’t just communicating the brand’s attributes and new fragrances to the consumer, but doing so clearly across all the products in the brand’s portfolio,” says Michael Lafortezza, president of LAM. Released nationally earlier this year, the Wizard family has six different forms of air fresheners including Stick Ups discs and Love My Carpet carpet and room deodorizer.

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