Duracell.

Keeping an icon coherent at scale

Client: Duracell

Scope: Brand systems & retail

Overview

Everyone knows Duracell, which makes every new piece of work a test: it either confirms what people already feel or chips away at it. Over several years, we launched the line that introduced Boost and built the brand’s online presence back when most of the category treated it as an afterthought. We dug into what shoppers put in their carts, went after the people already buying the things batteries go into, and rebuilt the visuals, the messaging and content for every product page. Within a year, online was the brand’s top revenue channel. Nobody thinks about batteries until the smoke detector chirps at 3am. Then they think Duracell.