Armaly Brands knew it needed to strengthen its flagship brands at retail to win in an increasingly competitive landscape. We refreshed the Estracell brand mark and improved product differentiation through color and texture. The new design created a cohesive system that helped to communicate the Estracell's "More Sanitary" point of difference. When Armaly purchased the Brillo brand, we refreshed Brillo's identity and package design, and integrated the iconic brand across Estracell's product line using Brillo's recognition and heritage to strengthen the Estracell offering. We adapted the new look to line extensions, such as Brillo Basics, and designed new websites that speak to each brand's positioning, character and legacy.