Since Sure deodorant was first introduced as a unisex product back in 1973, the competitive set has gotten quite extensive and equally complicated. Now owned by Idelle Labs, the brand is being refocused to appeal to women with the promise of, “Lasts All Day.” New York-based Beardwood & Co. was tapped by Idelle Labs to develop a new identity as well as structural and graphic packaging to rekindle brand awareness and communicate its benefits to consumers on shelf. The Beardwood design team ...