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Goodbye shy,
hello proud.
Wall's, Unilever
The challenge
Consumers were familiar with names like Feast and Calippo, but few knew Wall's as the masterbrand behind them. The objective was to create a new branding system that could unify these diverse sub-brands and brand names on a global scale.
Our approach
From the beginning we aimed to strengthen the visibility of the masterbrand, ensuring that whenever consumers select a Wall's product, they clearly recognise it as part of the Wall's family.
Holistic brand design
Visioning
Architecture
"Don and Kirsten are masters in the dark arts of pack impact - they know how to make that tiny bit of real estate punch way above its weight. Their Wall's redesign is a masterpiece still delivering today.
Ian Maskell
Vice President Global Marketing, Wall’s
The new masterbrand effortlessly delivers global consistency while allowing for local adaptability and universal relevance.
By infusing Wall's signature happiness into every product—from beloved freezer staples to exciting limited editions—we gave each item its own distinct personality, amplifying the fun and enhancing its taste appeal.
Evolving the iconic, revolutionising the generic, every one brimming with the joy of Wall’s Happiness.
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