BRAND POSITIONING • LOGO • PACKAGING • BRAND ARCHITECTURE • PRODUCT PORTFOLIO MANAGEMENT • BRANDING PROGRAM • WEBSITE
The brand was being perceived as poor quality and unappealing. Fundamental information was not legible on the package and the portfolio lacked clarity. Consistency was a major problem.
The logo was revamped using a combination of a wordmark and a symbol (ribbon). This ribbon conveys quality and versatility. Another quality element is the colour black which is often used in high-class products.
To ensure clarity across the portfolio, the logo would always be on the top of the label, followed by the product title and a photograph. This solved the hierarchy problem when reading through the information.
Also, to promote differentiation within the portfolio, a specific background colour was assigned to every single item within the product set. This way, consumers wouldn’t get confused when screening the shelf.