RiD Insect Repellent

Over the decades, RiD’s visual identity remained relatively consistent, even as the market grew and diversified around it. Consumers' needs changed and its on-shelf impact started to decline as simply being recognisable was no longer enough.

RiD’s unique formulation of the highest quality DEET combined with a fly repellent and healing antiseptic to prevent inflammation, has always distinguished it from other household brands. It supports the needs of today's consumers' preference for one product that effectively repels the dangers of vector-borne diseases such as the Ross River virus — the most common and widespread arbovirus in Australia — while administering gentle healing properties. Yet this dual message of function and care was lost on the pack and consequently lost in consumers' minds too.

WhatCameNext_ were briefed to create an "exciting" brand narrative and visual identity that embraced ideas around the efficacious formula and usage. This inspired an iconic brand mark, enabling RiD to clarify its unique benefit story whilst delivering the world in which it exists. Owning and making a positive statement with the brand colour, locking it strongly into the brand DNA, enabled us to be striking on shelf and standout amongst the competition.

Where RiD’s previous branding lacked standout, confidence and interest, the refresh now effectively humanises, connects and communicates the function and care benefits that have been intrinsic in the brand for generations. Since the redesign sales have significantly increased in a declining category, and has managed to enter in the US and Asia markets.

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