As a deodorant first introduced as a unisex product back in 1973, Sure was surely due for a facelift. New York-based Beardwood & Co. was tapped by Idelle Labs to develop a new identity and new packaging to rekindle brand awareness and communicate Sure’s benefits to consumers on shelf.  “We began by focusing on the brand benefit: powerful antiperspirant/deodorant protection that a consumer doesn’t have to smell, feel or think about,” said Ryan Lynch, managing partner, Beardwood & Co. “...