Dry Idea Brand Renovation

Dry Idea was first introduced in the 1970’s by Gillette as an antiperspirant for men and women. In the 1990’s, the men’s line was discontinued and the brand shifted their focus solely to women. It was later acquired by Dial in 2006, which was then acquired by Henkel.

Thriving Brands, LLC saw potential in the quality and performance of the forgotten brand and partnered with us to reimagine Dry Idea for today’s modern consumer. With an overwhelming majority of millennial and Gen Z women having little to no awareness of the brand, there was a unique opportunity to revolutionize what Dry Idea stood for and how it presented itself to the world.

Instead of bringing back the brand that didn’t want others to see her sweat, we would create an empowering brand that existed to spark her own self-confidence. Balancing Dry Idea’s science-backed credibility with a simple savviness was the spark that inspired our revolutionary redesign.

As a slight nod to the brand’s past, the sparkling yellow gem was reimagined as an iconic spark. A spark that metaphorically signified a moment of inspiration and functionally highlighted key messaging. The horizontal split unites the portfolio on retail shelves while also representing the need for balance - between product strength and skin sensitivity, aspirational quality and affordable pricing, and being science-backed yet fashion-forward. The result is a design that radiates with positivity and seeks to inspire women to move through life with confidence.