Zest was in danger of being removed from a major retailer. Typically seen as a more masculine brand, a new positioning was developed to help revitalize sales by appealing to a young, female consumer. A holistic approach was initially taken to overhaul both structure and graphics, but due to cost limitations, the bottle did not change. Concepts were vetted with consumers and strategically refined to satisfy consumer demands as well as brand goals. The new branding and packaging graphics were rolled out to all body wash and bar soap SKUs.