We’ll forgive you if you’ve never heard of the antiperspirant brand Dry Idea. Launched in 1978, Dry Idea was originally a Gilette brand whose heyday was in the 1980s, and while it traded hands a few times since then, Thriving Brands now manufactures it.

Unsurprisingly, Dry Idea’s brand identity had been neglected—seemingly since at least the 90s. In any case, Dry Idea was visually dated and not in a fun, nostalgic way. Thriving Brands recently tapped the talented folks at Soulsight to contemporize and refresh Dry Idea, reintroducing the brand to consumers who forgot or are unfamiliar with it.