Walk The LineBRANDING
REBRANDING AND MARKETING ‘ULTRA EVER DRY’, A SUPER-HYDROPHOBIC SPRAY
IDENTITY & PACKAGING
It was important to communicate the value of this product, rather than its method of delivery. ‘Evercare’ was chosen as it implies the longevity and protection of the user’s treasured possessions.
The packaging further communicates the notion of care and product longevity with the juxtaposition of contemporary object being cradled in the hands of classical paintings. The paintings fade into darkness, keeping the focus solely on the products and the hands that hold them.
Proof is the best persuasion. An effective method of demonstrating Evercare’s efficacy was to hang a painting in the street, unprotected and subject to the elements save for a coating of Evercare.
It was common for subjects of classical portraits to be painted holding their prized possession, immortalising it along with themselves. The advert plays off that practice, implying the longevity that Evercare can give to one’s possessions. The copy is all contained on a plaque emulating a gallery placard