Leahy Brand Design has redesigned the packaging for the Energizer alkaline battery, adding a new premium sub-brand - Ultimate - in the process.
The three sub-brands - Classic, Ultra+ and Ultimate - began appearing in UK stores last month.
A key goal of the new sub-brand's introduction and the packaging revamp was to encourage consumers to "trade up" to a battery designed for high performance devices.
The latest Ultra+ and Ultimate packs feature full colour device icons to help consumers choose "the right battery for the job", a clearer indication of battery size and a new colour scheme.
The Ultimate AA and AAA battery packs use a trapped blister to provide clearer visibility, emphasise quality, and provide a larger print area.
