The company says its design retains elements of the brand’s existing look with a few new elements to differentiate the new range.
"The gold colour way of the brand as well as the hierarchy of the information on pack to highlight the different fragrances, ensure that the range is fully aligned and recognizable,” says Gustavo Piqueira, head of Casa Rex.
“Within this context, it was then possible to add new visual elements, and to create an innovative range with widespread consumer appeal," he adds.
In addition to preserving the main Lux brand elements, Casa Rex has also introduced new graphics that it described as 'swirling fluid and sinuous forms' that combine with 'translucent light effects'.
These have been designed, the agency said, to accentuate the moisture and fragrance properties of the product, and bring a new 'aspirational' dimension for the brand.