After an extensive review of the positioning
and visual territory of its Summer's Eve brand
, the C.B. Fleet Company set goals for its
Summer s Eve brand to became associated
with a market segment that promises
significant growth potential “bath and wash”.

The challenge became leveraging Summer's
Eve's existing equities and aligning its imagery
to a more feminine and contemporary
positioning , lighter, fresher, more natural.
Proprietary and unique graphic elements,
as well as new bottle shapes and designs,
were created to communicate a powerful
and differentiated shelf presence. Color codes
and strategy drive the differentiation among
the various products and scents within the
Summer's Eve Brand.

Summer's Eve is now repositioned to
represent and encompass “whole-body
care” with its existing customers as well
as new users.