Air Wick, a name synonymous with a wide range of scented plugins, has revealed a new visual identity with ‘Thriving Nature’ as the central brand vision. The image makeover has also allowed Air Wick to bring their diverse range of products under one umbrella.

The designs have enabled the brand to communicate the benefits of each product and the emotions associated with them. The new visual identity features bright sunlight with essential oils dripping from a leaf.

Created in collaboration with Reckitt partners, Marks, Springfield Solutions, the new logo sits across 25 fragrances.

“One of the biggest challenges in home fragrance is that the sector was built on artificial scent profiles, something we are rapidly moving away from. For example, we now use a higher percentage of essential oils in each plug-in, so the experience is much higher quality,” explains Darren Morgan, Global Brand Experience Lead, Air Wick.

“But there was still a disconnect between what people saw on the pack and the experience they were getting at home. At Reckitt, innovation goes hand-in-hand with design, so the new design includes a dramatic reduction in plastic, with 100 percent of plastic removed from the packaging. This equates to a plastic reduction of more than 300,000 tons of plastic per year—a further demonstration of our commitment to preserving and celebrating the natural world.”

Design Credit: Air Wick / Reckitt