With every new launch, the leading antiperspirant brand surprises the world and expands to new markets. Pierini Partners is in charge of dressing Rexona up for success.

An example of constant innovation and strategy

The relationship between Adrian Pierini and Rexona has years of history. From the begging of the union, Pierini has not only followed the brands design growth, but has also been the creator of most of its packaging designs, be it for the local, regional or global market. It’s important to point out that starting off the brand possessed a strong cosmetic language, emphasizing primarily one key attribute: efficacy, but over the years Rexona has understood that the pack could shout out the brands strategy in a much stronger way.

V8, the grand protagonist: The design of V8, inspired in the world of automobiles, caused a world sensation from the moment it launched. Its success could be attributed to its disruptive colour palette or to a solid and coherent communication plan worldwide, but it must be said that the “little giant” surprised markets and produced a 360 degree change in the way the product was perceived. V8 was a record in sales from the start and a favourite of consumers in the present; a fact that gives Adrian Pierini more creative freedom and credibility as author of successful commercial pieces.

Pierini Partners, strategic ally: Teamwork incremented grandly from the success obtained in the past and currently Pierini Partners continues to be the author of grand part of its packaging projects, contributing to the aesthetic order of the brand and a strong presence from a creative point of view. The capability of quick response, the care in every detail, an operative dynamic and a fast understanding of the brands philosophy is what makes Pierini Partners the number one choice when a new and creative design is sought out.

Global conception: Currently Pierini Partners participates in most of Rexona’s global launches, respecting every country’s customs rigorously. Thailand, Russia, South Africa and Arabia are just some of the countries that have Perini’s designs in stores. All projects have special design care and are carefully thought out for every country’s particular needs.

Just a few of the initial designs by Adrian Pierini for other design studios

Sportfan, passion for sports: Rexona has created an extensive product portfolio that seeks an emotional link with its consumers. A clear example of this can be found in Sportfan, one of the brands leading variants, which has centred its speech in sports and what they represent: passion, action, well being, pleasure, etc. Pierini Partners interpreted this message and transformed it into one of the most modern and shocking designs that enhances the products ergonomic and functional traits. Even though the idea of relating a product with sports isn’t new, Rexona has achieved it in a magnificent way, interpreting its codes clearly and remaining in tune with the consumers needs.

Designing for the world: Perini’s designs have been the starting point of some of the world’s most successful communication campaigns. In 2002 Adrian Pierini initiated his relationship with Rexona and since then limited editions, special variants, cosmetic deodorants, feminine launches and many more have been design by him and his studio. The success of his designs has been so clear that his projects have been triumphant in such diverse countries as Russia, the UK, Thailand, Japan, etc. Quality has become a standard of comparison and the commitment in the design shows in worldwide competitions like the Pentawards, who prized Pierini Partners with a gold award for the design of Rexona Quantum.

Men, Woman, Teens: Rexona has grown to be a multifunctional, multitarget brand. Men, woman and teens have become trapped by the brands seduction and image. Every particular group of consumers has seen how the brand has adapted its language to fit the targets needs and desires. Pierini Partners doesn’t have one specific design style, it has infinite and this shows in the way every design stands out for its uniqueness and particularity. Every code and resource is specially thought out for every project and the result is well thought out designs that are elegant, delicate, eye catching and defiant. In each piece, Pierini seeks to transform a previously functional aesthetic into a worm and emotionally fetching design.

AXE, Impulse, Clear, Suave, Dove: The work done for Rexona has transformed Pierini into a design reference and Unilever’s brands that choose Pierini as a design ally grow day to day as they search for excellence in their packs.