Rebranding Unilever’s Identity
Redesigning Unilever’s identity to strengthen purpose-led positioning and create a scalable, future-ready brand system aligned with sustainability and global consistency.
Year Industry Tools
2025 Consumer Goods Figma, Photoshop
Rebranding Unilever’s Identity
Redesigning Unilever’s identity to strengthen purpose-led positioning and create a scalable, future-ready brand system aligned with sustainability and global consistency.
Year :
2025
Industry :
Consumer Goods
Tools :
Figma,Figjam,Adobe Photoshop
Project Overview
This case study focuses on the rebranding of Unilever, one of the world’s most recognizable FMCG giants. The objective was to refine and modernize its identity system while preserving its core values sustainability, innovation, and trust. This rebranding effort involved developing a refreshed brand strategy, visual identity, tone of voice, and digital presence.
Problem
Despite strong global recognition, Unilever’s legacy identity struggled with digital scalability and consistent stakeholder communication. The intricate logo system and evolving sustainability narrative created gaps between corporate messaging and consumer-facing communication.
Goals
Refresh Unilever’s brand voice to reflect purpose-driven innovation: —1) Increase clarity across stakeholder communications
2) Improve scalability across digital-first environments
3) Strengthen sustainability perception through visual cues
Research & Strategy
Stakeholder Messaging : Alignment Each stakeholder group was addressed with custom-tailored key messages:
Investors: “Invest in a brand that leads with responsibility.”
Employees: “Work with a purpose.”
Customers: “Products that care for you and the planet.”
Tone & Voice : Three-tier tone architecture was developed: Consumers: Friendly, inspiring, and clear.
Investors: Assertive, data-backed, and future-focused.
Employees: Supportive, inclusive, and purpose-driven.
Brand Promise
“Empowering every home with sustainable, innovative solutions for everyday living enhancing lives through trusted care and conscious choices.” This brand promise became the anchor for all future communications, reinforcing Unilever’s leadership in sustainability and consumer wellness.
Logo Exploration
Multiple explorations were conducted to balance heritage with modernity while preserving brand equity. Variations tested structural simplification, infinity integration, typography, and color direction. Shape, type, and color studies helped evaluate clarity, scalability, and symbolic strength. The final direction was selected for its visual cohesion, legibility, and alignment with Unilever’s sustainability-led positioning.
Visual Identity System
A comprehensive visual language was built, balancing Unilever’s heritage with modern sensibilities:
Typography: Hierarchical and accessible.
Color Palette: Earth-inspired tones to signal sustainability.
Logo Design
The redesigned mark evolves Unilever’s identity while preserving its strong brand equity. Each design decision was made to enhance clarity, scalability, and symbolic alignment with the company’s sustainability-driven mission.
Simplified Structure: The internal detailing was reduced to improve clarity and scalability across digital formats, ensuring strong legibility from favicons to large-scale applications.
Softer Curves: Smoother contours create a more contemporary and approachable feel, reflecting Unilever’s human-centric and care-driven values.
Green Gradient: The layered green gradient symbolizes sustainability, growth, and forward momentum. It adds depth while reinforcing the brand’s environmental commitment.
Infinity Symbol: An infinity sign was introduced at the center to represent long-term responsibility, continuous innovation, and enduring impact — positioning sustainability as the core of the identity.
Refined Typography: The wordmark was subtly adjusted to improve balance, readability, and cohesion with the icon, creating a cleaner and more modern system.
Digital & Print Mockups
The new identity was tested across platforms to ensure adaptability: LinkedIn, Instagram, Facebook Posts: Designed for engagement and clarity.
Letterhead & Visiting Cards: Professional, clean, and brand-aligned. Email Signature: Streamlined for digital correspondence. Presentation Decks & Envelopes: Consistent use of logo and design motifs.
Problem
Despite strong global recognition, Unilever’s legacy identity struggled with digital scalability and consistent stakeholder communication. The intricate logo system and evolving sustainability narrative created gaps between corporate messaging and consumer-facing communication.
DelhiCacies is a catering website designed for an Indian food service in Australia. The aim was to build a culturally rooted and visually rich one-pager that would highlight their offerings, story, and unique identity while improving customer interaction and brand appeal. This project involved full-stack UX from user research to design system creation ensuring the digital experience reflects the brand’s festive, Indian heritage.
Goals
Refresh Unilever’s brand voice to reflect purpose-driven innovation:
1) Increase clarity across stakeholder communications 2) Improve scalability across digital-first environments
3) Strengthen sustainability perception through visual cues
Research & Strategy
Stakeholder Messaging : Alignment Each stakeholder group was addressed with custom-tailored key messages:
Investors: “Invest in a brand that leads with responsibility.”
Employees: “Work with a purpose.”
Customers: “Products that care for you and the planet.”
Tone & Voice : Three-tier tone architecture was developed:
Consumers: Friendly, inspiring, and clear.
Investors: Assertive, data-backed, and future-focused. Employees: Supportive, inclusive, and purpose-driven.
Brand Promise
“Empowering every home with sustainable, innovative solutions for everyday living enhancing lives through trusted care and conscious choices.” This brand promise became the anchor for all future communications, reinforcing Unilever’s leadership in sustainability and consumer wellness.
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Project Overview
This case study focuses on the rebranding of Unilever, one of the world’s most recognizable FMCG giants. The objective was to refine and modernize its identity system while preserving its core values sustainability, innovation, and trust. This rebranding effort involved developing a refreshed brand strategy, visual identity, tone of voice, and digital presence.
Logo Exploration
Multiple explorations were conducted to balance heritage with modernity while preserving brand equity. Variations tested structural simplification, infinity integration, typography, and color direction. Shape, type, and color studies helped evaluate clarity, scalability, and symbolic strength. The final direction was selected for its visual cohesion, legibility, and alignment with Unilever’s sustainability-led positioning.
Visual & Branding Decisions
A comprehensive visual language was built, balancing Unilever’s heritage with modern sensibilities: Typography: Hierarchical and accessible. Color Palette: Earth-inspired tones to signal sustainability.
Digital & Print Mockups
The new identity was tested across platforms to ensure adaptability:
LinkedIn, Instagram, Facebook Posts: Designed for engagement and clarity.
Letterhead & Visiting Cards: Professional, clean, and brand-aligned.
Email Signature: Streamlined for digital correspondence. Presentation Decks & Envelopes: Consistent use of logo and design motifs.
Logo Design
The redesigned mark evolves Unilever’s identity while preserving its strong brand equity. Each design decision was made to enhance clarity, scalability, and symbolic alignment with the company’s sustainability-driven mission.
Simplified Structure: The internal detailing was reduced to improve clarity and scalability across digital formats, ensuring strong legibility from favicons to large-scale applications.
Softer Curves: Smoother contours create a more contemporary and approachable feel, reflecting Unilever’s human-centric and care-driven values. Green Gradient: The layered green gradient symbolizes sustainability, growth, and forward momentum. It adds depth while reinforcing the brand’s environmental commitment.
Infinity Symbol: An infinity sign was introduced at the center to represent long-term responsibility, continuous innovation, and enduring impact — positioning sustainability as the core of the identity.
Refined Typography: The wordmark was subtly adjusted to improve balance, readability, and cohesion with the icon, creating a cleaner and more modern system.