As seen in the latest Print annual, RGX bodyspray by Right Guard is a new and unique entry in the men's bodyspray category. With crisp, clean fragrances that don't overpower, RGX is designed for the "regular guy", who, according to Stephen Koven, brand manager at Dial, is old enough to be independent and spend his own money and confident enough not to want to overpower women with his fragrance. The design of the spray bottle is focused on counter-marketing against products that say, "Women will attack you when they get a whiff of you", typically those with a black label. RGX has has rugged brushed aluminum casing that is bright, modern, and simply refreshing. Designed by Wallace Church.
Tesco, the world's #3 retailer debuted its new “Fresh & Easy Neighborhood Market” venture this week opening stores here in Southern California. With 30 stores set to launch by the end of 2007, the effort required not only logistic plans to open physical stores, but also required engaging top agencies to take on the mammoth design project and make the launch a success. Deutsch Los Angeles and UK brand consultancy Pemberton and Whitefoord (P&W) were brought in more than 18 months ago to complete the team. Once everyone was engaged, the three firms worked together to create a brand launch that addressed communication touch points that included everything from brand identity to store design to branding more than 1,500 products, creating employee uniforms and even building a 10,000sf “mock-up” test store.
