| Aviva Organics
2009 REBRAND 100 Winners > distinction
Industry/Sector: Personal Care Products
Component Rebrand
Country Base: USA
Below: Before Images, Rebrand Images, Summary
Summary:
Industry Setting - Aviva Labs (AL), a sunless tanning solution manufacturer had a successful
(non-organic) wholesale business.
With an organic formula in the works AL wanted to extend sales to higher end retailers.
Challenge - Recognizing buyers’ reluctance to buy the AL consumer product a Rebrand was needed.
The consumer marketing challenges:
• Communicating organic as luxury.
• Leveraging the health benefits of sunless tanners.
• Avoid the trashy stigma of sunless tanners.
• Maintain recognition of current buyers.
Strategy - Brand and Design strategy:
• Connect with informed consumers who want to look good through the concept of “Healthy Confidence”.
• Maintaining buyer recognition by renaming as “Aviva Organics”.
The communication of “Healthy Confidence“ and premium quality product was achieved by:
• Creating a minimal /confident design.
• Delivering sophisticated femininity with a pattern that is applied brandwide.
• Printing on the packaging interior to communicate quality.
Result -
• The rebrand opened the doors to high-end spas increasing the number of monthly accounts by 132%.
• The increased trust of the Aviva Organics increased wholesale sales by an average of 22% per sale.
• The rebrand played a significant role in wining the Skin Magazine 2008 best skincare award.
Credits:
Client: Aviva Organics / Labs - www.avivalabs.com
Client Team: Mitch Bloom CEO, Colby Mantz & Alex Schechter
Branding Strategists/Designers: - Stage - www.stagebranding.com
Strategist: Dominic Jones, Stage
Creative Director: Sharron Menninger, Stage
Designer: Sharron Menninger, Stage
Production Designer: Megan Jones
Writer: Colby Mantz, Aviva Organics
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