Mineral salt deodorant manufacturer Crystal has completed a re-packaging and branding programme to scale up brand awareness and appeal.

The initiative was undertaken by The Goldstein Group, a US-based agency specialising in packaging and branding.

Market research identified that the firm’s existing customers remain loyal to the brand, but also welcome line extensions.

French Transit marketing vice-president Ramona Roof said: “We saw an opportunity to better communicate with this audience.

“So, we decided to re-imagine our presence on the shelf with new, trademarked packaging that is identifiable with our brand, and to establish a voice that speaks clearly to consumers.”

“We utilised our full skill set to address multiple brand issues with functionally and aesthetically sound solutions.”

In the new design, dome-shaped caps and bottles resemble the shapes of naturally occurring minerals and crystals.

Other features include watercolour flower motifs that help differentiate each scent and represent the soft, serene qualities of the company’s products.

Furthermore, font readability has been improved, with all product labels giving information to consumers about Crystal’s 24-hour odour control, unique scents and key safety benefits.

Goldstein Group CEO Terri Goldstein said: “We utilised our full skill set to address multiple brand issues with functionally and aesthetically sound solutions.”