Modernising an icon without losing recognition
A strategic packaging restage designed to strengthen whitening and freshness credentials while making the range easier to navigate and more impactful on shelf.
Refreshing a category leader without disrupting its equity
Rebuild the packaging hierarchy to make benefits more visible while preserving the recognition of an established brand.
Signal sought to modernise two of its flagship platforms—White System and Freshness—without losing the trust of existing consumers.
Crépuscule redesigned the packaging architecture around a clearer benefit hierarchy, more distinctive colour coding and stronger visual cues. Whitening is expressed through luminous effects and ingredient imagery, while the Freshness platform adopts crystalline textures and cooling blue tones to reinforce long-lasting freshness.
A clearer and more contemporary range that improves navigation, reinforces benefit communication and strengthens shelf visibility while preserving Signal’s iconic brand assets.
