Developing the Concept
Superfresh needed a jolt of energy to keep up with the other Allkinds’ worlds, but the fragrance story and basic framework were locked in. We applied insights from Allkinds’ top performing products to re-energize the collection with an infusion of team spirit that focused on the pure joy of play. Now everyone can feel like an All Star just by being themself.
Beyond the Field of Play
An expanded color palette and updated packaging lets Superfresh play where it pleases, downplaying the connection to grassy fields and team sports.
Welcome to Team Allkinds
The new look interprets the welcoming Allkinds rainbow via the stripe motif common on athletic gear.