Summary:

Challenge - The Fend-all brand was a small boutique eyewash business focused on tactical sales activity with little investment in branding or communication.

Strategy - Fend-all decided to grow the overall market by educating users on the general safety regulations (that every eye hazard have an eyewash station within 10 seconds’ walk), then explaining how Fend-all best fills their needs. The entire branding campaign is based upon this 10-second regulation. The distinctive green of the product and the strong Fend-all brand recognition allows Fend-all to feature its distinct industrial product designs as “product heros.”

Result - Fend-all has grown 10-15% per year versus a safety market growth rate of 0-2%.

Credits:
Client: Fendall, Inc., a Bacou-Dalloz brand- www.bacou-dalloz.com
Creative Firm: Aardvark Design Group - www.aardvarkdesign.com
Creative Firm: Bacou-Dalloz Internal Design Department - www.bacou-dalloz.com
Brand Manager: Anne Chambers

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