Project

Afrin: Brand Redesign

Project

Afrin: Brand Redesign

Afrin banner

Afrin banner

Objective

To reach EUR 1Bn NS by 2030, we must evolve an inconsistent yet loved, product-led brand into a holistic skin-health megabrand with clear navigation, strong recognition, and deeper emotional connection.

Key Services

Brand Identity, Brand World, Science Storytelling, Graphic Innovation, Graphic Business Protection

Core Team

Catherine Glynn, Donna Papson

Outcomes

Afrin achieved strong growth in 2025 with estimated net sales of $148MM (+12.5%).

EBIT projected at $69MM (-2.4%) with a 46% EBIT margin.

Eye See research showed enhanced brand visibility and shelf findability.

Improved purchase intent through perception of instant relief among users.

Distinctive brand assets developed for pack and brand touchpoints.

Unique design territory unlocks "Wow is Real" creative platform.

Launch

USA (2021) , Centro-Andean (2021), Mexico (2022), Russia (2023), Romania (2023)

Brand Hive

Our Brand Hive inspired our design journey, establishing a foundation for our unique Brand Character, which reflects our unconventional, self-assured, and straight forward identity.

Brand Identity

We created a new asset aligned with our design principles. The Speed Visual features a stopwatch that emphasizes Afrin's performance and reinforces the benefit claim: "UNBLOCKS IN SECONDS LASTS 12 HRS."

Package design Afrin

Package Design

We implemented a design system to streamline packaging, enhancing the shopping experience and ensuring easy navigation

Afrin VBL

Brand World

Our design approach focused on achieving success through speed, transformation, and unconventional confidence, utilizing expressive photography, and urbanized typography to resonate with our consumers.

Afrin Science storytelling

Science Storytelling

PX collaborated with Medical and Research teams to visualise Afrin's science through consumer friendly content. We demystified complex mechanisms and addressed misconceptions through charts and videos - ultimately strengthening the Afrin market position through accessible storytelling.

Graphic adaptation Afrin

Graphic Adaptation

The team rolled out adaptations in several markets, ensuring quality and consistency in all markets.

We Are PX

We Are PX