What it had to solve
The corporate identity redevelopment was a key milestone in the company's transformation towards sustainable growth, built on its purpose to protect, heal and nurture in the pursuit of a cleaner, healthier world.
The idea
Drop the initials and adopt the name people already use — Reckitt — with an R symbol whose shell-like form stands for protection, on 'Energy Pink' and a bespoke typeface
How it works
Conran Design Group created and oversaw the comprehensive identity: a shell-like R symbol, an evolved 'Energy Pink' palette with secondaries reflecting the portfolio, bespoke accessible 'Energy' typography and new photography principles, rolled out over a three-year timeline using products' natural replacement cycles for a cost-effective transition.
What it did
Rolled out across all internal and external, physical and digital touchpoints from 23 March 2021 on the three-year plan; the name matched existing widespread usage of Reckitt, making the corporate brand clearer, simpler and more memorable while keeping its heritage associations.
Background
On 23 March 2021 health and hygiene company RB announced it had rebranded as Reckitt, a comprehensive rebrand including a new visual identity created and overseen by Havas' branding agency Conran Design Group, as a key milestone in the organisation's transformation towards sustainable growth.
The identity is built on the company's purpose to protect, heal and nurture: the R at the heart of the symbol stands for unity, strength and relentless pursuit, and its shell-like quality evokes protection and the natural world. A highly distinctive 'Energy Pink' leads the palette, with a bespoke typeface named 'Energy' and photography principles showing how change starts with an individual.
Rollout was deliberately slow: delivered over a three-year timeline, using the natural replacement cycles of the business to manage the transition in a cost-effective way. Executives noted the company sells more than 20 million products a day — Dettol to Lysol, Nurofen to Durex, Finish to Vanish — with too little recognition of the company behind them.
Why it lands
'Reckitt' was already in widespread use, so the rename followed the audience rather than fighting it.
The shell-shaped R gives the purpose statement a form, not just a poster.
A three-year rollout on natural replacement cycles converts a rebrand from a cost shock into a maintenance budget.
One recognisable corporate identity lets a house of famous product brands borrow strength from each other.
What you can take
When your product brands outshine the corporate name, adopting the name people already use costs less than teaching them a set of initials.
Since then
The brand rolled out across Reckitt's touchpoints and platforms from launch day on the three-year plan; LBB reported no performance metrics.
FOLLOW THE EVIDENCE