Energizer is a battery and portable lighting brand introduced by the Eveready Battery Company in 1980, when Eveready renamed its alkaline power cell line under the Energizer name. The brand is best known for its italicized lowercase wordmark and the Energizer Bunny mascot, which debuted on television in 1989. Energizer Holdings, Inc. was created in 2000 when the Eveready Battery Company was spun off from Ralston Purina. [1]
Design and History
Energizer’s visual identity has undergone several documented updates. In 2004, the London-based design agency Leahy Brand Design created a new look for Energizer, moving away from the brand’s historical orange, yellow and red “galaxy” palette and introducing electric blue and silver foil to the packaging of the Ultimate range. [2] Leahy had worked on Energizer’s European account since 2000 and was appointed in 2008 to look at packaging for the battery brand. [3]
In 2015, when Energizer Holdings separated its Personal Care Division into the new company Edgewell Personal Care, the Household Products Division retained the Energizer Holdings, Inc. name and logo. [4]
Energizer revealed its most recent major visual identity update in 2019, representing the first major update to the Energizer look since 2008. The refresh included an updated logo, packaging, in-store displays and advertising. [5] The company spent three years developing the new visual identity, researching consumer preferences. [6]
The 2019 rebrand was handled by the San Francisco-based design firm DDW, which partnered with Energizer’s advertising agency Camp + King. DDW developed new branding and packaging featuring a larger-than-life Energizer Bunny, creating a feel that is “bright and optimistic and maybe even a bit cheeky.” [7] The new visual treatments provided a lighter, brighter presentation with distinct colors deployed to help consumers more easily find the best product for their needs. [5]
Meaning and Symbolism
As part of the 2019 visual identity, the brand character Mr. Energizer took a more prominent role. According to Energizer, Mr. Energizer is described as “the embodiment of physical energy, a living Energizer battery who’s quick with a wink and a smile and always up for a new challenge or a friendly competition.” His lasting endurance and fun-loving personality are said to reflect the spirit of the Energizer brand. [5]
The 2019 refresh also marked a strategic departure from the black and gold color combination historically associated with competitor Duracell. According to marketing coverage of the rebrand, Energizer moved toward a lighter color scheme to differentiate itself from its main competitor. [8]
Typography and Design
DDW’s packaging system was designed to be both highly organized and flexible, given Energizer’s massive global portfolio spanning many categories, markets and languages. The approach was described by DDW Executive Creative Director Ross Patrick as “a clear break from the competitive set” that “brings the Energizer Bunny to life, echoing the advertising and celebrating this unique visual icon.” [7]
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