Right Guard, once the go-to deodorant for men, had lost its way in the wildly competitive category. The brand was eager to regain relevancy but needed a total overhaul to attract new consumers and carve out a space they could proudly own.
SPICEFIRE PERSPECTIVe
We started by identifying an overlooked consumer – the hard-working guy next door who isn’t afraid to get his hands dirty. We channeled key insights into a new brand foundation that crystallizes Right Guard’s positioning: Job Done Right. With a visual and verbal identity that reflects the values of sweat equity and unwavering commitment to doing the right thing, the brand is now ready to stand guard until the work is done.
RESULTS
The team has fully embraced the new consumer target, strategy and identity. Guided by a robust toolbox of assets, every touchpoint of the brand is being revamped. With new product hitting the shelves every day, retailers are ready and excited to welcome Right Guard back.
Services
Consumer Insights / Brand Foundation / Visual Identity / Brand Activation Toolbox / In-store & Digital Assets / Packaging
Brand Foundation
A Strong POV
With a newly defined consumer target and a sharpened brand story, the Right Guard Brand Foundation became the strategic backbone of the relaunch.
It served as both compass and catalyst— grounding decisions, guiding activation, and inspiring every expression of the brand to come.
PORTFOLIO EXPANSION
Smart, Strategic Growth
Expanding the brand’s portfolio is a natural evolution of the new vision and identity.
By building on distinctive brand assets and a recognizable communication style, each new offering strengthens the overall story while meeting emerging consumer needs and market opportunities.
Retail Launch
Job Done Right
The refreshed brand identity extended into retail through bold displays built for visibility and velocity. Strong headlines, unmistakable color blocking, and clear benefit messaging drove instant recognition.
By pairing functional claims with an authentic, hard-working tone, the displays amplified the relaunch and turned the shelf into a powerful brand moment.
