Sorbent reclaims cheeky brand image after becoming ‘outdated and tired’
Sorbent has undergone a brand refresh, after research uncovered its branding lacked meaning, and its identity and packaging system had become dated.
The Edison Agency undertook the refresh of the 70-year-old brand.
“The Sorbent brand needed to pivot from a commodity product to a branded experience that reflected its Australian heritage, and a unique attitude and point of view that would resonate across all mediums, from packaging to communications,” The Edison Agency explained.
“With an undeniable connection to Australia, we saw the opportunity to convert this into an emotional resonance that distinguished Sorbent from its competitors.
“Representing the egalitarian nature of the bathroom and the activities that occur in there was the foundation to a new tone of voice that was distinctly ‘Australian’ and distinctly Sorbent. One that was inclusive, endearing and relatable. A touch of larrikin and unashamedly honest, this tone shaped the visual identity and packaging design solution. One that was inclusive, endearing and relatable.
“The beauty in the brand solution for Sorbent is in its interagency collaboration – working with Kantar and Vibrant Insights (research) and Akkomplice (communications), we were able to unite in our efforts to challenge the Sorbent business to be brave in reclaiming its iconic cheeky brand image.
“The new brand system celebrates Sorbent’s proud history in supporting Australians with the introduction of new character asset ‘Sunny’ the Cockatoo, a modernised brandmark and revitalised colour system, along with a portfolio architecture system that enhances product and benefit navigation.”
Amber Booney, founder and head of strategy at The Edison Agency said helping to breathe new life into tired businesses and brands is “one of the great joys” of her career.
“Understanding the magic of their past, the energy that’s underpinned their endurance and bringing that to the fore again. This project is one such honour. A complex problem to solve with limited timeframes and in a low-engagement category.
“I’m proud of the trust the Sorbent business showed in Edison and their commitment to being brave and following through with their intention to challenge the status quo.”
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Nathan Jolly is the Deputy Editor of Mumbrella. He joined the team in July, 2023.
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