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Coley Porter Bell Limited

Core disciplines: Brand strategy, Branding / design

 

A kaleidoscope of cultures, just one brand.

Unilever wanted to create a global brand. They needed to unify the brand’s positioning and identity everywhere.

Over 12 years as brand guardians we developed, adapted and harmonised design for every Comfort market in the world – from the UK to Australia, from China and Southeast Asia to Saudi Arabia. We needed to develop a deep understanding of different cultures and the dynamics of many markets. We also helped Unilever innovate and build their brand portfolio. For example, we designed a variant with antibacterial properties for Indonesia and new fragrance variants for Saudi Arabia. We also helped develop Comfort Intense Pearls which allow you to adjust the level of fragrance in your wash. We created design variants in the UK too, from seasonal packs to a special edition to celebrate the birth of Kate and William’s first baby.

We’re proud to have helped Comfort become one of Unilever’s billion euro brands.

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