Regenerating an iconic brand

Duracell’s famous copper-and-black color scheme reborn in new pack design across Asia, Europe, Africa and Latin America.

One-third copper, two-thirds black: this iconic color code is synonymous with portable power across the globe. For more than 50 years it has been the trusted brand image of long-lasting Duracell batteries; the refreshed packaging design secures that status.

Partnering with Landor, a leading global brand consultancy, the mission was to reaffirm Duracell as leader in the battery market and to create differentiation for the brand, while challenging the codes of the category to stand out in a crowded in-store environment.

The new visual language, supported by external marketing research, reinforces the iconic copper-and-black color ratio, one of the most universally recognized brand assets.

The Duracell Bunny, one of the world’s most beloved brand mascots, is the hero of the redesigned packaging. Bunny’s energetic behavior and engaging facial expressions epitomize Duracell’s product longevity story. He appears larger than ever before, providing a friendly and familiar face, creating a warm and emotional connection with consumers.

Overall, the new design communicates with clarity, straightforwardness and trust by focusing on what is essential and simplifying the navigation across Duracell’s product portfolio, which includes alkaline, rechargeables, lithium and specialty batteries, rechargeable powerbanks and home energy battery solutions.

About Landor

In a world of constant transformation, brand is the fuel for innovation and growth. Landor stands for brand. We live it. We breathe it. We build it. We drive it. So our clients can make the most of every opportunity: cultural transformation, differentiated customer experience and tech-enabled innovation.

Founded by Walter Landor in 1941, we have been using insights and imagination to help our clients grow for over 76 years. We work with a broad range of world-famous brands including Barclays, Bayer, BP, Diageo, FedEx, Google, Huawei, JPMorgan Chase, Kellogg’s, Kraft Heinz, Procter & Gamble, Squarespace and Tata Group.

Landor is part of WPP, a creative transformation company.